Marketing of Eco-Labels: Lessons Learnt

Eco-labels have become pivotal in promoting sustainable development and driving the green building movement, particularly in emerging economies like India. As indicators of a product's environmental performance, eco-labels guide consumers, businesses, and policymakers towards more sustainable choices, aligning with broader global sustainability goals. This paper delves into the multifaceted role of eco-labels, highlighting their impact on consumer behavior, environmental sustainability, and market transformation and lessons learned during the marketing of ecolabels. Through a comprehensive review of literature, including case studies of successful eco-label implementations such as GRIHA (Green Rating for Integrated Habitat Assessment), nd IGBC GREENPRO, this study contrasts these efforts with established international frameworks like the EU Ecolabel and ENERGY STAR. The analysis reveals that eco-labels not only encourage sustainable consumption patterns but also foster innovation in product development and corporate social responsibility (CSR). However, challenges such as consumer confusion, greenwashing, and high certification costs pose significant barriers to widespread adoption. By proposing strategies to enhance the clarity, credibility, and accessibility of eco-labels, this paper argues that these tools are essential in catalyzing the green building movement in India. With targeted policy support and increased consumer education, eco-labels have the potential to significantly contribute to the achievement of national and global sustainability objectives, including the United Nations Sustainable Development Goals (UNSDGs). The findings underscore the importance of eco-labels as catalysts in the green movement, offering a viable pathway to harmonizing economic growth with environmental stewardship in India's rapidly expanding construction sector.