ABSTRACT

So-called eco-labelling of products and services provides an opportunity for consumers to influence market supplies in a more environmentally friendly direction. Still, as was noted by Nordlund et al in Chapter 5 of this volume, understanding pro-environmental behaviour in the green market place is a complex undertaking, and involves the study of personal, contextual as well as attitudinal factors. In some cases concerns for the environment appear to have had profound impacts on consumer behaviour and the purchase of eco-labelled products (e.g. Teisl et al, 2002; Bjorner et al, 2004), but there exist also plenty of examples of very modest household participation rates in eco-labelling schemes (e.g. Ek and Söderholm, 2008; Bladh, 2008). Behaviour in the green market-place is a function of the individual as well as of his/her social, physical and even political environment, and it is important to understand the development of different eco-labels and the associated criteria for labelling in the light of these often complex personal motives. The driving forces of the labellers do not necessarily coincide with the motives expressed by individual consumers and citizens.