Greenwashing Reduces Effect of Market Feedback on Buying Green

Greenwashing Reduces Effect of Market Feedback on Buying Green

Caleb Crow consulted for article on the market effects of greenwashing.

Article written by Jace Puckett for ACCENT. Originally posted here: http://sites.austincc.edu/accent/a-wash-of-green-paint/

“[Greenwashing is] inevitable because there’s a market advantage to having a product that’s differentiated by its green properties,” says Caleb Crow, the Energy Conservation Manager of the Office of Energy and Sustainability at Austin Community College. “If a green label is…raising the cost of whatever you’re talking about, that is a competitive disadvantage for that product, compared to a similar product that maybe didn’t go through a vetted process, but puts a similar-looking but rather meaningless label on the product to confuse a buyer, and then that product is, therefore cheaper, even if it’s in other ways similar. So greenwashing has a negative effect on the marketplace because people will be motivated by cost in many instances.”

Please check out Jace’s full story, “A Wash of Green Paint“.

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