Stricter regulation of labelling products led to a jump in trusting green products.
However consumers remain ambivalent towards ethical and environmental language and claims.
To overcome consumer confusion, marketers may need to invest in educational campaigns or public service announcements aimed at clarifying vague terminology and bolstering trust.
Such efforts should also address the personal benefits of natural and organic products as consumers are most likely to pay more for features they believe will improve their own wellbeing or that of their family.
Certifications lead by indepentent bodies may also boost consumer trust.