Thomas Lyon, Director of Erb Institute for Global Sustainable Enterprise, University of Michigan. Presentation of results of a study on markets in which consumers prefer environmentally friendly products but cannot determine the environmental quality of any given firm’s product on their own. A non-governmental organization (NGO) can establish a voluntary standard and label the products of firms whose products comply with the standard. Alternatively, industry can create its own standard and label. We compare the stringency of these two labels, and analyze how they interact.