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Beyond GreenwashExplaining Credibility in Transnational Eco-Labeling$
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Hamish van der Ven

Print publication date: 2019

Print ISBN-13: 9780190866006

Published to Oxford Scholarship Online: April 2019

DOI: 10.1093/oso/9780190866006.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 31 July 2021

Credibility in Carbon Neutral Eco-Labeling

Credibility in Carbon Neutral Eco-Labeling

(p.117) Chapter 5 Credibility in Carbon Neutral Eco-Labeling
Beyond Greenwash

Hamish van der Ven

Oxford University Press

This chapter further tests the aiming big hypothesis by tracing the origin and evolution of four ELOs that certify carbon neutrality or carbon reduction efforts: The Carbon Trust, The CarbonNeutral Company, Enviro-Mark Solutions, and Carbonfund.org. Through comparative case studies and careful process tracing, illuminated by both interviews and primary document research, the chapter demonstrates that the decision to target large firms in global markets explains superior adherence to best practices in The CarbonNeutral Company and Enviro-Mark Solutions. Conversely, the narrow regional focus of The Carbon Trust and Carbonfund.org explains their comparative lack of best practice adherence. The cross-case comparison proves that a focus on the targets of governance offers more explanatory leverage than a focus on public versus private ownership or for-profit versus not-for-profit structure. The chapter concludes with implications for strengthening the credibility of carbon labels in the future.

Keywords:   carbon neutral, carbon label, climate change, carbon offset, The Carbon Trust, The CarbonNeutral Company, Enviro-Mark Solutions, Carbonfund.org, climate governance, carbon footprint

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