If you’ve been tuning in to Green Behavior for a while, you already know how much I love talking about perceived value—why it matters and how it drives people to spend more on sustainable products. What we haven’t talked about as much is why perceived value works so well: trust.

For consumers to pay that "green premium," they’ve got to trust that a brand is being authentic about its sustainability claims and that the product is actually "worth it"—whether that’s because of quality, style, an emotional connection, or all of the above.

Trust is the make-or-break factor, especially in a world where greenwashing skepticism is everywhere.

That’s where certifications like OEKO-TEX come in. They’re meant to be those trust signals that reassure shoppers the product they’re buying really aligns with their values. But here’s the big question: do certifications actually work? Do consumers really trust them?

In this episode, I sit down with Ben Mead, Managing Director of Hohenstein Institute America, to dive into the role certifications play in cutting through the noise, fighting greenwashing, and helping brands build consumer confidence.

What we cover:

How certifications like OEKO-TEX work and why they’re valuable for brands and consumers. The psychology of trust—how it shapes consumer behavior and why it’s a non-negotiable in sustainability. Tips for brands to communicate their sustainability efforts authentically (even when they’re not perfect). The future of certifications, traceability, and global standards as tech and regulations evolve. Why there’s still a disconnect between people noticing certifications and actually understanding what they mean.

AND, if you’re someone with sensitive skin, eczema, or just trying to avoid sketchy chemicals in your clothes, you’ll definitely want to tune in for this one!