Ecolabeling is a voluntary initiative to enhance environmental performance during the production or consumption of products and services. Ecolabels have emerged as a main tool for green marketing. Ecolabeling is proposed as a market incentive to create incentives and to force compliance for business to operate in an environmentally conscious and ecologically friendly way. An ecolabel is a seal awarded by a third party (ecolabeler) that provides information for consumers regarding environmental commitments of a specific good or service. Through this, ecolabeling is expected to inform consumer choice, stimulate spontaneous environmental improvement, and diminish aggregated pollution, enabling a healthy environmental competition among firms.

Since the 1990s, there has been a proliferation of ecolabels worldwide in the business community and at the policy level. Ecolabels have emerged ...

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