Survey shows PEFC label provides proof against greenwashing
Four and of five German citizens believe that independent certificates, such as the PEFC label, are suitable for providing this evidence against greenwashing.
Survey shows PEFC label provides proof against greenwashing
10 February 2014 News
80% of German citizens believe that companies advertising as sustainable and ecological must be able to provide proof of their commitment, according to a survey carried out by the Association for Consumer Research (GfK) on behalf of PEFC Germany. Furthermore, four and of five German citizens believe that independent certificates, such as the PEFC label, are suitable for providing this evidence.
With their vote for transparency, the respondents rejected the practice of ‘greenwashing’ – the dubious practices of many companies, particularly in advertising and public relations, highlighting environmentally- and ecologically-friendly product features, without providing any external evidence.
"When critical consumers ask for this independent verification, many companies put them off with their own fictional awards and certificates," said Dirk Teegelbekkers. As Secretary General of PEFC Germany, Mr. Teegelbekkers has been monitoring especially the timber, packaging and paper markets for a number of years, and in many parts of the economy he feels that commitment to clear criteria and independent controls is still missing.
"Sustainability requires more than just doing what is not explicitly prohibited,” continued Mr. Teegelbekkers. “Especially in the wood business, the market needs independent certificates such as PEFC that provide evidence that the timber material in products comes from sustainably managed forests."