We struggle to tell green from greenwashing

Embargoed until: Publicly released: 2024-06-21 19:00

International

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Consumers find it hard to estimate the carbon impact of companies and industries which hampers their ability to behave and consume sustainably, according to international researchers, who say that this 'carbon incompetence' may mean their 'green' efforts may not be effective. The team conducted five studies, finding that despite rising interest in environmental consumption and behaviour, consumers may lack the necessary carbon knowledge to effectively act on their intentions. They say that inaccuracy may be driven by a lack of relevant information or expertise rather than a lack of motivation or confidence. The researchers suggest that accessible, easily understandable information about the emissions associated with personal behaviours and consumption could increase consumers emissions mitigation effectiveness.