In Toby Webb’s blog about ethical labeling, he highlights the challenge for consumers to purchase the right products because of unclear labeling–
“The findings are that people find the labels confusing, but overwhelmingly want to do the right thing when it comes to ethical product buying”.
The existence of consumer demand for ethical products, supported by Harvard professor Michael Hiscox’s research, should give incentive to companies to be responsible and to clearly display their ethical certification.
Despite the fact that demand for ethical products exists, some responsible companies have existed for a number of years, but have experienced, until recently, little recognition. There is therefore a need for an easily understood and credible diffusion of information to distinguish the companies that respect their workers and the environment from those that do not.
Professor Hiscox’s ethical labeling research: http://www.people.fas.harvard.edu/~hiscox/papers.html