Can You Believe ‘Green’ Labels? Trust in Environmental Claims Is Falling in Europe
Green Transition · Based on the data from the Consumer Conditions Scoreboard 2025
When a product says it is ‘eco-friendly’ or ‘green,’ do you believe it? Across Europe, fewer and fewer consumers do. This InfoCons Consumer Protection guide looks at the falling trust in environmental claims and what it means for shoppers.
InfoCons Consumer Protection Explains: What the Figures Show
Consumers were asked whether they agree that most environmental claims about products and services are reliable. The figure tracks the share who agreed over time, across the EU.
Source: Consumer Conditions Survey. Based on the data from the Consumer Conditions Scoreboard 2025.
InfoCons Consumer Protection – The Trend: From 61% Down to 50%
Trust in environmental claims rose to a peak of 61% in 2020, but has fallen since: to 56% in 2022 and 50% in 2024. That is a six-point drop in just two years, and means only half of consumers now believe most green claims are reliable. The decline was driven largely by a few countries, notably France and Poland.
InfoCons Consumer Protection – Trust in environmental claims over time. Based on the data from the Consumer Conditions Scoreboard 2025.
InfoCons Consumer Protection – Why Trust Matters
Trust is the foundation of green shopping. If consumers do not believe environmental claims, they will not pay attention to them – even honest ones. Falling trust risks punishing genuinely sustainable producers along with the misleading ones, and it links directly to the confusion and mistrust seen as barriers to buying green.
InfoCons Consumer Protection – The ‘Greenwashing’ Problem
‘Greenwashing’ means making a product sound more environmentally friendly than it really is. Vague words like ‘natural,’ ‘eco’ or ‘green,’ with no proof, are a common example. As these claims spread, overall trust falls – which is exactly what the figures show.
InfoCons Consumer Protection – What This Means for You as a Consumer
You can protect yourself from greenwashing. InfoCons Consumer Protection encourages consumers to look for recognised, independent eco-labels and certifications, be sceptical of vague claims with no evidence, check whether a claim refers to the whole product or just one small part, and report misleading environmental claims to consumer authorities. Honest information is a consumer right – demand it.
Signature: InfoCons Consumer Protection Department