The awareness of environmental issues is increasing with Chinese customers and companies. Although China already has its own environmental friendly labeling, it would be interesting for China to have an eco-label for the export of televisions. As figures show, the export of Chinese (colour)televisions is massive with a number up to 18.939 million televisions a year. With an eco-label, Chinese stakeholders would have several advantages such as improved market opportunities in Europe as well as financial benefits because of, for example, the savings on energy and water. Therefore it would be motivating for China to have an eco-label from Europe attached to their industry besides their own.