Check out the carbon
Will eco-labeling contribute to consumer shopping confusion?
Posted by Ben Tuxworth

British supermarket shoppers face increasingly bewildering claims about the ethical qualities of products. In one of retail giant Tesco's stores, shoppers can opt for goods branded with the Soil Association's organic standard, the Fairtrade Foundation's logo, the British Farm standard, or chain-of-custody marks from the Marine Stewardship and Forest Stewardship Councils. They can linger over footprint information from the Carbon Trust or dolphin-based evaluation of the fishing methods used to catch their tuna. On another spectrum altogether, they are offered "Finest" and "Value" brands on Tesco's own goods. And on most products they're also expected to wade through nutritional assessments, guideline daily amounts, glycemic index counts, information on allergies, and of course, brand, quantity, and price.

As one weary consumer observed, supermarket shopping has become more like visiting a museum, with plenty to read and a clear educational agenda. Check-Out Carbon, a new report from my organization Forum for the Future, explores attempts to reduce the carbon intensity of the weekly shopping trip, and makes challenging reading for anyone hoping shoppers are taking it all in. After interviewing industry experts, conducting focus groups with consumers, and commissioning a survey of 1,000 U.K. adults, we found a surprising consensus: Despite the race to get ethically branded goods into stores, we're all expecting too much of shopper choice.

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