Our survey – carried out by BEUC and ICRT in 16 European and non-European countries – looked at consumer perceptions on green claims.

The survey shows most consumers want to take action to reduce their environmental footprint and look out for reliable information. But they end up frustrated with the confusing, never-ending sea of green labels and claims. The survey reveals that:

• Close to half of the respondents (48%) prefer buying products bearing an environmental label than products without one.

• One in three respondents (34%) say they have noticed greenwashing at least once over the past 12 months. Only a mere 3% say they would be able to always distinguish false green claims.

• Three out of four respondents believe green claims and labels should only be authorised if pre-approved or verified and almost 70% say they trust public authorities and third-party organisations to fulfil that role.

• Nearly three out of four European respondents think that “very polluting companies” should not be allowed to use any green claims at all.

Read our press release.

Euroconsumers contributed to developing the questionnaire and carried out the data collection and statistical analysis. Gathering five national consumer organisations and giving voice to a total of more than 1,5 million people in Italy, Belgium, Spain, Portugal and Brazil, Euroconsumers is the world’s leading consumer cluster in innovative information, personalised services and defence of consumer rights. Its European member organisations are part of the umbrella network of BEUC, the European Consumer Organisation. Together they advocate for EU policies that benefit consumers in their daily lives.