CONSUMERS WANT SINCERE `GREEN' LABELS, SURVEY SHOWS

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Most Americans count themselves as environmentalists, but they have no idea from whom to buy so-called green consumer goods, a national survey said. And those Americans offer great opportunities to companies who can offer products - and packaging - that are genuinely environmentally responsible. The survey, conducted by Advertising Age magazine and the Gallup Organization, polled 1,514, and found that 66 percent were unable to name a single company that they thought offered environmentally responsible packaging and products.

The environmental organization Green Seal and a group of industry representatives are working on a national system of labeling.

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