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This chapter addresses the proliferation of green marks (both trademarks and certification marks) and the role that they may play in addressing climate change. It emphasizes the important role played by consumers and their buying power, so long as consumers possess good information about environmental standards and companies adhere to those standards, in forcing companies to meet environmental standards. But it also addresses the problem of “green fatigue” and “greenwashing” as consumers become overwhelmed with insufficiently regulated information regarding environmental compliance. The chapter also discusses barriers to registration of eco-friendly marks and recommendations for improving the informational value of green certification marks.
Research Handbook on Intellectual Property and Climate Change
Edward Elgar Pub
trademark law, certification marks, climate change, green fatigue, greenwashing, intellectual property
Environmental Law | Intellectual Property Law | Law
Farley, Christine Haight, Green Marks (2016). Research Handbook on Intellectual Property and Climate Change (Joshua Sarnoff, ed., Edward Elgar 2016). Available at SSRN: https://ssrn.com/abstract=3403741