Consumers can check integrity of green brands
UNDATED - The cottage industry of green products has finally gone mainstream, with major corporations now churning out products they say are better for you and the Earth. But are they really?
Kimberly Sheehan, an associate professor at the University of Oregon, says marketing companies are trying to tap into the growing wave of environmental and health consciousness by branding products as "green" while the products or companies themselves are not quite what most would call "environmentally friendly."
The practice is called "greenwashing."
Working with Sheehan is Deborah Morrison, another UO professor, and both women have worked to create a Web site and forum for what they call the "Greenwashing Index."
They say they created the Web site to give shoppers more information about what they buy and what's behind the sales pitch.
Shoppers who said they take the green factor of a product into account told KATU that there is a lot of misinformation being delivered by manufacturers.
David Walker said he thinks many companies have a "private vice" where they try to sell a "green" reputation that is at odds with their actual environmental record.
Linda Miethe said she felt consumers needed to be diligent in their research to "see through the smokescreens" of the marketing pitches.
Professors Sheehan and Morrison say their Web site has three main goals: help consumers evaluate the environmental claims of advertisers, hold businesses accountable to those claims and demand business practices that are environmentally oriented.
The Web site encourages users to upload ads they have recorded for others to see on the site. A discussion forum is then available for site users to respond to the ad and join discussions.
Many of the ads are also from years gone by, giving a contrast to old and new ads for the same products.
Users can also rate the ads using five different criteria.
The Texas company that helped create and hosts the Web site, Enviromedia, said the site is a good way for people to find environmentally friendly products.
Kimberly Sheehan, an associate professor at the University of Oregon, says marketing companies are trying to tap into the growing wave of environmental and health consciousness by branding products as "green" while the products or companies themselves are not quite what most would call "environmentally friendly."
The practice is called "greenwashing."
Working with Sheehan is Deborah Morrison, another UO professor, and both women have worked to create a Web site and forum for what they call the "Greenwashing Index."
They say they created the Web site to give shoppers more information about what they buy and what's behind the sales pitch.
Shoppers who said they take the green factor of a product into account told KATU that there is a lot of misinformation being delivered by manufacturers.
David Walker said he thinks many companies have a "private vice" where they try to sell a "green" reputation that is at odds with their actual environmental record.
Linda Miethe said she felt consumers needed to be diligent in their research to "see through the smokescreens" of the marketing pitches.
Professors Sheehan and Morrison say their Web site has three main goals: help consumers evaluate the environmental claims of advertisers, hold businesses accountable to those claims and demand business practices that are environmentally oriented.
The Web site encourages users to upload ads they have recorded for others to see on the site. A discussion forum is then available for site users to respond to the ad and join discussions.
Many of the ads are also from years gone by, giving a contrast to old and new ads for the same products.
Users can also rate the ads using five different criteria.
The Texas company that helped create and hosts the Web site, Enviromedia, said the site is a good way for people to find environmentally friendly products.