A growing number of consumers are dubious about companies' environmental claims and green efforts, according to GfK's annual Green Gauge survey. Some 22% say they don't know whether environmental claims are accurate, up from about 11% in 2008, and about 1 in 10 consumers think an "environmentally friendly" label means nothing. Also, more than 40% of customers who fully understood the different environmental labels believe that marketing claims are inaccurate.

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