Abstract
In the current market, we find many ecolabels that are used to identify organic products. When the consumer is faced with an ecolabel, they do not always receive the appropriate message, since the information in these can be part of what experts call greenwashing. In this research, the perceptions of the average consumer are analysed through a survey designed to assess knowledge of ecolabels and their impact on consumption habits. The survey is aimed at a young audience aged between 20 - 25 years. In addition, the differences between students of the Degree in Environmental Sciences who have not yet received specific training in this regard, and the general public are analysed. The results show that most surveyed do not know the terms ¿ecolabel¿ and ¿greenwashing¿. In addition, they do not f ind them completely reliable or visible, with an average of around 3 out of 5, but they do consider that it is more sustainable to buy products with ecolabelling. The most resonant ecolabels among the surveyed are also the most reliable among them, although when compared with other studies, the results do not coincide. An international group is also analysed, where it is found that labels that work very well in some regions, do not work in the same way in others. Thus, in order to solve the problems encountered, a standardized and easy-to-understand label is proposed, of the traffic light type, which would be based on the carbon footprint model.
