The concept is simple—all else being equal, consumers will choose environmentally responsible products over their less benign competitors. Indeed, some particularly altruistic shoppers might even decide to pay a modest premium for such products. Unfortunately, it is practically impossible for most people to judge the lifetime environmental impact of a given product. As a result, this powerful market-based incentive is largely unrealized. Environmental labeling initiatives attempt to tap this reservoir of consumer preference by establishing environmental seals of approval much like the Underwriters Laboratory (http://www.ul.com/) mark is used to certify product safety.
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