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Ecover warns consumers: beware 'greenwashing'

Ecover warns consumers: beware 'greenwashing'
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Author: Ben Wigley


Natural cleaning products company Ecover has warned eco-friendly consumers that some goods may not be as organic as they claim to be. Speaking to news agency AFP, the brand's director of marketing Bernard Claron said: "Today it suffices to just slap some green paint on a product to call it green." He made the comments in response to claims from a number of environmental experts that well-meaning shoppers can be easily led astray by marketing strategies known as "greenwashing". A survey carried out by GfK Roper Consulting and Yale University revealed that around half of consumers would either probably or definitely pay 15 per cent more for some natural cleaning products and eco-friendly cars. For example, almost two-thirds said they would spend more on clothes detergents which are kinder to the environment. Anthony Leiserowitz, director of Yale Project on Climate Change, commented: "Many American consumers, even in the face of economic uncertainty, express a willingness to pay more for environmentally-friendly products." Natural cleaning products company Ecover has warned eco-friendly consumers that some goods may not be as organic as they claim to be. Speaking to news agency AFP, the brand's director of marketing Bernard Claron said: "Today it suffices to just slap some green paint on a product to call it green." He made the comments in response to claims from a number of environmental experts that well-meaning shoppers can be easily led astray by marketing strategies known as "greenwashing". A survey carried out by GfK Roper Consulting and Yale University revealed that around half of consumers would either probably or definitely pay 15 per cent more for some natural cleaning products and eco-friendly cars. For example, almost two-thirds said they would spend more on clothes detergents which are kinder to the environment. Anthony Leiserowitz, director of Yale Project on Climate Change, commented: "Many American consumers, even in the face of economic uncertainty, express a willingness to pay more for environmentally-friendly products."About the Author:

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