Differential Importance of Ecolabel Criteria to Consumers

Labeling is an educational tool that also helps consumers identify environmentally preferable products (EPA, 1993a). However, in addition to choosing labeling solely to address environmental impacts, it is also necessary to focus the labels to address what is important to consumers. When choosing what products should be awarded a label it is important to decide what issues should be addressed. Labeling programs select these issues and use criteria to determine the performance for the chosen products and to shape the focus of the label. For example, the Environmental Protection Agency’s Energy Star sets standards for energy efficiency, and the Food Alliance’s stamp of approval focuses on sustainable agriculture (Kane and Ennis, 2003).