When Berliner, Anna Maierski went online shopping for a new pair of jeans, she was overwhelmed with choice. Not only were there hundreds of jeans from dozens of outlets around the world, some claimed to have eco-friendly credentials. As an environmentally aware consumer, Anna was interested in the eco-labels but wary of ‘greenwashing’ – when companies give themselves fake or puffed-up green credentials to increase sales.
Anna is certainly not the only one to experience such confusion with online shopping. But research shows that when provided with clear and reliable information about sustainability, consumers are willing to, and do, shop greener. A growing initiative from Germany is trying to transform good intentions into real behaviour.
Private consumption is a key driver of climate change and environmental degradation. But although environmental awareness is increasing, sustainable consumption – where consumers purchase the greener option – remains niche.
