“…Research has indicated that eco-labelling schemes offer a "win-win-win situation" [40] (p. 25) for participating organisations, regulatory authorities, governments, and society at large [40] by acting as market-orientated tools helping organisations to fulfil their environmental goals and targets, whilst circumventing inefficiencies that are associated with mandatory standards or bans [31,44,45]. At the same time, they also act as a promotional device, allowing consumers, who plan on purchasing environmentally friendly goods and/or services, to make a conscious decision on their product choice [31,46].…”