Are all 'eco-friendly' products safe for the environment? These expects say beware of 'greenwashing'

In an increasingly competitive market, many brands try to differentiate themselves by touting their eco-friendly credentials.

But how do you know if 'green' products are actually helping the planet?

According to some experts, so-called 'greenwashing' — where a company overstates how good their product is for the environment — is rampant.

Here are some tips to ensure your money is supporting companies that care for the planet.

Does the product back up their claims?

Jenni Downes, a research fellow at Behaviour Works Australia, says if a company says it is green but doesn't tell you why or how — be careful.

"When there's just a word on its own … be a little bit cautious," she told The Conversation Hour.

Behaviour Works Australia is a research consortium at Monash University that partners with government and private sector organisations

Jenni say that if a product claims it is compostable, biodegradable or sustainable, it should give you more information about how or why it is sustainable and what the impact is.

Even when claims read well, University of Melbourne marketing lecturer Robin Canniford says, "the devil is in the detail".

Particularly when businesses operate across international borders with multiple suppliers, figuring out how eco-friendly a product is can be a minefield — even for the company.

Robin says buying local products, for example at your farmers market, can help eliminate some of this uncertainty.

Reading the fine print

Cling wrap is an example where some environmentally friendly claims, including 'plant-based' and 'biodegradable', may not be as good as they first seem.

If you come across a 'compostable' cling wrap, check the label to see if it can go in your home compost or if it needs an industrial composting facility.

If a product says it is plant-based it is important to read the fine print – how much of it is plant-based?

Jenni says some products still contain plastic from fossil fuels.

Other innovative companies are manufacturing cling wraps entirely from food waste, but increasing scepticism about environmentally friendly plastic wrap products are affecting consumer behaviour.

"There actually are companies out there who are doing really good things and if we just started to turn off from all of this, we're then punishing those companies," Jenni says.

"Maybe we don't buy it because we think it's just more greenwashing.

"So it is really difficult. At this stage, it is about doing that research."

If buying sustainably is important to you, interrogating the claims companies make is vital.

The Australian Competition and Consumer Commission (ACCC) has a useful fact sheet on common environmental claims. It details what the terms mean and what consumers can think about when they want to buy green.

Look for certifications or buyers' guides

There are a few third-party environmental certifications around, including Fairtrade, B corp and Rainforest Alliance Certified, which aim to guarantee certain standards.

While they have some accountability behind them, Robin says they are in their infancy and largely voluntary.

"Voluntary certification isn't likely to be taken up by any companies other than those who are already green," he says.

"Plus, the certifications are not always meaningful or standardised."

So, while they are not a silver bullet, certifications are a good indication that companies are trying to do the right thing.

Buyers' guides, like the ethical shopping and sustainable seafood guides, can also help by doing some of the research for you.

Report dodgy claims

If there is no information about how a product is green on the label or website, the ACCC suggests contacting brands directly. 

"Ask the business specifically to explain how its processes ensure its product meets the environmental claims it makes," an ACCC spokesperson says.

It is illegal for a business to make false or deceptive environmental claims — if they do this they can face fines or legal action from the ACCC.

"Wherever there's misleading statements as to environmental benefits, whether it's the high level or just, you know, compostable plates, we have to take it seriously and we need to take action," says ACCC deputy chair Delia Rickard.

"People do want to do the right thing and they can't do the right thing if they're being misled."

The ACCC has taken a number of companies to courts for making misleading environmental statements about everything from plastic bags to cars and eggs.

So, if you see something that doesn't quite add up you can report it to the ACCC or the local consumer protection agency in your state and territory.

Currently, the onus is on consumers to research how sustainable a particular product might be.

Both Jenni and Robin think this should change.

"I think for a global problem, we need structural solutions and transnational standards," Robin says.

"This should not be about making individuals responsible."

This story was adapted from an episode of The Conversation Hour on ABC Radio Melbourne.