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The shift towards green brands is a result of numerous factors such as organic products being more accessible, fuel-efficient and eco-friendly automobiles becoming increasingly prevalent, and countless consumers looking to support the environment and portraying a green image. [22]
Sustainability brands are brands that undertake sustainable practises in the workings of their business and champion them.. They then use brand communication tools to convey these benefits to their end consumer hence enabling then to make conscious decisions while being associated with or buying from that brand.There are several techniques to communicate this.
The mark is issued to various product categories and the development of standards for more products is in progress. The Ministry of Environment, Forest and Climate Change (MoEF&CC) is implementing an eco-labeling Scheme for environment-friendly products. The Ecomark Scheme has launched in 1991 vide G.S.R. 85(E) [7] dated 21.02.1991.
Products that have been certified can be identified by consumers from the on product ecolabel which provides a globally trusted mark of forest products that benefit people and the environment. [ 4 ] [ 13 ] This helps a company to protect a brand or reputation and allows certificate holders access to highly environmentally sensitive markets. [ 13 ]
There is a close relationship between the ecolabeling process and the eco-innovation because it promotes the emergence of new green products and it improves the organizations environmental management strategy. Moreover, ecolabeling process is a "cyclical eco-innovation process in which consumers, firms, governments and institutions interact.
Founded in 1988, EcoLogo provides customers – public, corporate and consumer – with assurance that the products and services bearing the logo meet stringent environmental standards that have been verified by a third party auditor. It was founded by the Canadian government, but is now well-known world-wide.