MAKING THE RIGHT CHOICE

摘要

Ireformation on retail packaging about the environmental attributes of a product inot only enables consumers to J understand the environmental impact of their purchases, but also to make comparisons between products. If they can compare colours for the calorific content of a product, consumers are beginning to ask, why can't they compare the environmental impact of the packaging in which it comes? Currently, eco labelling is voluntary in the UK. This, and a smorgasbord of environmental labels that mean different things - such as the Mobius loop, the Green Dot logo and the Forest Stewardship Council (FSC) accreditation mark - leads to confusion. The voluntary nature further restricts usability, because consumers' decision-making is affected more by negative than positive labelling.