Eco labelling from the consumer perspective: A case study of indoor paint products

The use of eco oriented labels on indoor paints in European countries is focused. Based on a technical assessment and information from label organizations, the results show that the consumer should be sceptical to public or official labels as the EU Ecolabel or Nordic Swan Label as they accept almost every product and in fact is the same label even if marketed as different. The financing of label systems may results in more focus on growth and market shares than informing consumers, and there is a market protection Dimension related to many label systems. The technical complexity makes it difficult to compare and understand actual label requirements for consumers. The major conclusion is that most trust should be placed on labels offered by independent organizations focusing goals as health, safety or pollution were the label is just one of its activities and where label revenues is of limited importance for the organization offering it