Consumer (Mis)Perceptions and usage of Third Party Certification Marks, 1972 and 1980: Did Public Po...

<jats:p> This article reviews the provision of information on third party certification marks to consumers, focusing on the potential for misperceptions. Two consumer studies are employed to examine the changes in consumers’ perceptions and usage of one certification mark in 1972 and 1980. The relationships between misperception of the marks and usage were positive in both years. In spite of public policy, which impacted the information content of certification marks, significant consumer misperceptions of the certification mark examined still exist. </jats:p>