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Eco labeling and the efforts to make it fair for business[10928]

Presentation at Environment Management and Policies
By Junior, Cristina and Omar.
How Ecolabelling play a roll for business and the general public understand.

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Eco labeling and the efforts to make it fair for business[10928]

  1. 1. Environmental Management and Policies Prof. Dr. Magnus Fröhling Presentation by: Mª Cristina Maillo Pérez 61308, Junior Tome Grando Tonett 61450, Omar Hasnaoui 61805 Ecolabelling and the efforts to make it fair for business
  2. 2. Index • Ecolabelling definition. • Brief History. • Source of ecolabelling. • ISO 14000/ Types. • Pros and Cons. • Greenwashing. • Conclusion. • Summary. • References. 2/27
  3. 3. Ecolabelling - Understanding Ecolabelling is the use of labels on products to show how environmentally friendly and performanced they are to help consumers to identify and buy them. 3/27Source:
  4. 4. Brief history • Before the 40’s • Labels warn about the effects. Most of them applied to pesticides. • In the 70’s come to all toxic products. • The volunteer labels stated by the own producer or by Eco-ONGs. • In 1977 Blau-Engel 4/27 Source:
  5. 5. Brief History • In the 80’s • Impacts of production on intensive exploration. • Soil air and water pollution. • Ozone problems. • Climate changes. • RESULT is grow the so called “green market”. • At Eco-92, in Brazil, released a set of principles (GUIDE) to Governments implement Eco policies. 5/27
  6. 6. • AWARENESS The protection and conservation = important issue among countries and population. • WILINESS Consumers concerned and willing to buy eco-friendly products. • STIMULLATION Firms to offer such products. Few firms mplement environmental improvements and management systems Advertise it in their labels. • ECO IN DISGUISE Some started to make only “aesthetic” changes in their labels for the economic benefit. • STANDARDIZATION Aesthetic recognized (a problem). ISO developed standards to give credibility. To make it fair for the business who invested could prove the environmental performance. 6/27 Source of Ecolabeling
  7. 7. ISO 14001:2015 sets out the criteria for an environmental management system. It maps out a framework that a company or organization can follow to set up an effective environmental management system. It can be used by any organization regardless of its activity or sector. Using ISO 14001:2015 can provide assurance to company management and employees as well as external stakeholders that environmental impact is being measured and improved. 7/27 Source: ISO 14001- Environmental management
  8. 8. Ecolabelling - Types The ISO 14020 series of standards give businesses guidelines for the implementation of environmental labelling. There are three types of voluntary labeling: TYPE I - Ecolabelling schemes (ISO 14024:1999). • Voluntary and multiple-criteria based. It is awarded by a third party that authorises the use of environmental labels on products indicating overall environmental preferability of a product within a particular product category based on life cycle considerations. • This ISO also includes the certification procedures. • Requirements: Compliance with environmental legislation. The life cycle of the whole product must be taken into consideration to set the product criteria. Firms have to be able to demonstrate transparency through all their process. Product environmental criteria and product functions have to be verifiable. 8/27 Source: Global Ecolabelling Nordic Swan Source:
  9. 9. Ecolabelling - Types TYPE II – Self-declared environmental claims (ISO 14021:1999). • Purpose: Harmonize the use of the self-declared environmental claims and symbols so they can be useful for the consumers. • Claims requirements: Accurate and not misleading. Substantiated and verified. Unlikely to result in misinterpretation. • Claims as “ environmentally friendly ”, “ green ” and “ nature’s friend ” shall not be used. • This ISO also deals with the evaluation and verification, therefore claimants are: Responsible for the claim. Have to show the method used. Give access to the information. 9/27 Source: EcolabelIndex Source:
  10. 10. Ecolabelling - Types TYPE III- Life-cycle data declaration (ISO 14025:2006). • Voluntary programs that provide quantified environmental data of a product, under pre-set categories of parameters set by a qualified third party and based on life cycle assessment. • This ISO is significant for the firms that want to purchase products with good environmental performance, allowing them to make objective comparisons between the products that have the same function. • They have limited application to the consumer market. 10/27 Source: Source:
  11. 11. PROS AND CONS Pros: • Allow consumers to recognize the environmentally friendly products. • Firms willing to change into more environmentally ways of production would be able to benefit from the acquisition of the ecolabel. • It is an important aspect for their marketing. • Add value to consumers. 11/27
  12. 12. PROS AND CONS Cons: • Large investments, before and after acquiring the ecolabel, to transform into the “green technology”. Hence to start is costly and the return is on the long run. • Firms can be awarded an ecolabel for a certain product using green technologies, meanwhile, they can still use conventional technologies for other products and that is accepted by the ecolabelling organizations. • There are 465 schemes in 199 countries, which many times confuse the consumer. • Most of the consumers are not well informed and do not know the real meaning of the ecolabels. 12/27
  13. 13. Do Eco-Labels tell always the truth? 13/27
  14. 14. Currently there are over 465 ecolabels for food and consumer products in the global marketplace 14/27 Source:
  15. 15. Greenwashing • Greenwashing is a variety of strategies used by companies to make their products appear environmentally friendly.Greenwashers often place vague labels on their products such as “natural” or “sustainable,” to manipulate the consumer to choose their product over another. • Greenwashing efforts can range from changing the name or label of a product to evoke the natural environment on a product that contains harmful chemicals to multimillion-dollar advertising campaigns portraying highly polluting energy companies as eco-friendly. • Many corporate structures use greenwashing as a way to repair public perception of their brand. 15/27
  16. 16. The mobius Loop This basic ecolabel means that the product is recyclable, but not that it will be recycled. 16/27 Source: ity-accreditation/
  17. 17. NO CFCs Eco labels This eco-label refers to a product free of chlorofluorocarbons that could be found in aerosols but CFC’s were banned way back in 1978. 17/27 Source: control/greenwashing-green-isnt
  18. 18. Aspects of Greenwashing • Aspect of the Hidden Trade-Off: The aspect of the Hidden Trade-off is committed by suggesting a product is “green” based on a single environmental attribute, without attention to other importante Example: Paper Product that promotes their recycled content or sustainable harvesting practices without attention to manufacturing impacts such as air emissions, water emissions, and global warming impacts. • Aspect of Vagueness: The confused and vague formulations disconcert and often leave more questions unanswered than providing answers. Example: Typical formulations such as "wood from controlled forests", "produced ecologically“. 18/27
  19. 19. • Aspect of no proof: Some eco-labels contain indications that can not be proved by organizations. Example: Mentioning "printed on FSC paper" without a corresponding logo with verification number used. • Using unrecognized or false labels: Marketers create false labels to mislead consumers so that they think that their product is environmentally friendly. Example: Some products contain private labels which claim fight global warming. 19/27
  20. 20. • Aspect of irrelevance: Excessively highlight the product's characteristics that are correct but irrelevant. Example: Some fridge and air conditioner manufacturer claim that their products are “CFC-Free” which is irrelevant since CFCs are banned by law. • Aspect of lesser of two evils: It is misleading to highlight positive aspects of a product to divert attention from the more important negative aspect. Example: As an example when a producer puts forward his performance in terms of CO2 emissions but doesn’t provide indications about other emissions like air or water especially when they are bad. 20/27
  21. 21. CONCLUSION • Ecolabelling is fair for business. Specially for B2B. • Helps firms to export. • Gives more credibility to the company. • ISO helps your product recognition by consumers. • ISO provides standardization. • Shows the company is aligned to environment concern. • Make the supply chain to search for the ISO too. • Communicate to market which direction your company wants to go. • But they may not always tell the whole true. • Still confusing to the consumer. 21/27
  22. 22. Summary Ecolabelling is a booming sector. So far, there are more than 465 environmental labels listed in more than 199 countries due to the growing pressure for more environmentally and sustainable production systems. However when the proliferation of ecolabels began, confusion among consumers appeared and this gave a breach for the companies to use Greenwashing. Since organizations as ISO realized about that problem, they launched the standardization to make it fair for the companies that had invested in green technologies. 22/27
  23. 23. Q & A 23/27
  24. 24. REFERENCES • • • • • • • • • • • • Cesare Dosi and Michele Moretto, (Is Ecolabelling a Reliable Environmental Policy Measure?), 22 March 2000 • How green is green? ISO standards can help! by Roger Frost on 14 February 2013 • Evan Bozowsky and Hiroko mizuno, “Introduction to ecolabelling”, 2004, Global ecolabelling Network Information paper IMAGES: • • • • • • • • 24/27
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