CONSUMER COMPREHENSION OF ENVIRONMENTAL ADVERTISING AND LABELING CLAIMS

Two national surveys, with a total of 2,004 respondents, were conducted to examine comprehension of the terms ''recycled'' and ''recydable.'' Only about five percent of respondents exhibited a thorough understanding of ''recycled'' and ''recyclable'' consistent with EPA and FTC definitions. Moreover, respondents displayed a limited understanding of ''pre-consumer waste,'' assumed a high percentage of recycled content In products labeled ''recycled,'' and inferred widespread availability of recycling facilities whenever a ''recydable'' claim was made. Less educated and lower income respondents displayed higher levels of miscomprehension than more advantaged respondents. These results suggest the need for regulation of environmental advertising and labeling claims and for consumer education.