Re: DQ 5. Labelling Sustainability
by
Dyllan Hancott
- Tuesday, 31 January 2017, 3:14 PM
A study conducted by the University of Texas concluded that “green advertising – the inclusion of
environmentally friendly features and attributes as a persuasive selling point – is increasingly
commonplace, with a sizable number of consumers who report a willingness to buy green products”
(Atkinson & Rosenthal, 2014, p. 33). This trend has been attributed to the growing consumer
awareness of how many products are produced, distributed, and disposed of (French, Steve &
Showers, 2008). Today, millions of sustainable and environmentally friendly products are available to
consumers around the world. The market for "green" products will continue to expand, thereby
reducing the amount of waste on a global scale (Bodur, Duval & Grohmann, 2015).
My purchasing behaviour is not as affected by "green" product labels as it once was. In the city that I
live in, environmentally friendly products are very common. This is no more apparent than in local
grocery stores (such as Safeway, Wholefoods, and Superstore), where entire shelving sections are
dedicated to sustainable foods. In the midst of the enormous selection of “green” products, the
product labels are not as effective at driving consumer behaviour than if they were rarer. In
economics, this would be a reference to the law of supply and demand; the greater the supply, the
lower the demand. Although there is a strong current demand for environmentally friendly and
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