Green messaging creates more confusion than confidence, says study.

The vast majority of health and eco-conscious consumers want a universal product sustainability score to help influence their brand purchase decisions, according to a new study.

The study, conducted by market research firms Ryan Partnership Chicago and Mambo Sprouts Marketing, show shoppers would increase sustainable product spending if only they could determine which products were truly green and which had been green washed.

Read more… (Sustainable Food News)