Creating markets for eco‐labelling: are consumers insignificant?

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Strategic Corporate Social Responsibility and Value Creation (2009, background): “Second, customers value voluntary non-market action more than non-voluntary action (Gulbrandsen 2006).”
Limits to labels: The role of eco-labels in the assessment of product sustainability and routes to sustainable consumption (2009, background): “Arguably, FSC has had no shortage of brand recognition – indeed, a barrier noted to increased market uptake of FSC-certified timber is that supply has often not been able to meet demand (Gulbrandsen, 2006).”
Research, part of a Special Feature on Understanding Adaptive Capacity in Forest Governance Local Consequences of Applying International Norms: Differences in the Application of Forest Certification in Northern Sweden, Northern Finland, and Northwest Russia (2009, background): “…a market advantage has regularly been seen as the motive for adopting forest certification, its function of “signaling” an environmental and social consciousness—to NGOs, among other actors—may be considered even greater than price benefits (Gulbrandsen 2006, Overdevest and Rickenbach 2006).”