To develop an understanding of the performance of different eco-labels for certified forest products, we administered a mail survey to a nationally representative sample of U.S. residents. In the survey, respondents viewed different eco-labels and were asked to perform a series of tasks designed to measure the labels' communication performance. Results indicate that relatively detailed labels are more beneficial for consumers...

The justification for environmental labeling of forest products appears simple: Labeling can match consumers wishing to buy products from forests managed in an environmentally acceptable fashion with forest owners willing to supply these products. But for labeling to work, consumers must understand, believe, and care about the information presented. This article presents the communication issues that may affect development of...