2010 Global Ecolabel Monitor

The 2010 Global Ecolabel Monitor reports significant growth in the green market, particularly in the US, but notes that fragmentation and a lack of standardized information cause widespread confusion among consumers and institutional buyers. While demand and willingness to pay premiums for eco-friendly products are rising, the report emphasizes the need for better standards to support the green purchasing policies of large corporations and government agencies.

• The market for green products has seen significant growth, with organic food products and forestry practices growing by 20-30% annually since the late 1990s and early 2000s. A 2009 Mintel study indicated the green market grew by over 40% between 2004 and 2009, outperforming the overall US economy in 2009.
• Consumer willingness to pay premiums for eco-friendly products varies by sector in the US; over a third of consumers are willing to pay a premium generally, while 53% would do so for a greener television.
• In the UK, there is a gap between consumer desire for information and their ability to identify responsible companies, with 44% wanting more information but 70% lacking confidence in identifying environmentally responsible companies.
• The ecolabel landscape is characterized by fragmentation and a lack of standardized, comparable global information, which leads to marketplace confusion for both individual consumers and institutional buyers.
• Large-scale institutional purchasers, including the US Federal Government and companies such as Wal-Mart, Office Depot, Mars, Dow, and Dell, have implemented or improved green purchasing policies, creating a need for detailed standards and proof of green claims.

APA

World Resources Institute (2010). 2010 Global Ecolabel Monitor. https://www.wri.org/research/2010-global-ecolabel-monitor

Chicago

World Resources Institute. 2010 Global Ecolabel Monitor. 2010. https://www.wri.org/research/2010-global-ecolabel-monitor.

Wikipedia

{{cite report |author=World Resources Institute |title=2010 Global Ecolabel Monitor |date=2010 |url=https://www.wri.org/research/2010-global-ecolabel-monitor |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{worldresourcesinstitute20102010, author = {{World Resources Institute}}, title = {{2010 Global Ecolabel Monitor}}, institution = {World Resources Institute}, year = {2010}, url = {https://www.wri.org/research/2010-global-ecolabel-monitor}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }