Chiara CorboUniversità Cattolica del Sacro CuoreIstituto di Chimica Agraria e AmbientaleChiara CORBOSESSIONE SOSTENIBILITA’Sustainability labels andcertifications: aEuropean overview
• Consumers’ awareness regarding the environmental impact of theirdiet is growing; but they complain about the lack of clearness in thiskind of information (Ademe, 2010).• Strong increase of environmental claims (Ecolabel Index: 435ecolabels in 197 Countries)Green consumers…• In 2011, the 32% of consumers declared that they have seen atleast one time “fake” environmental claims (Eurobarometer2012).• The 48% of consumers don’t believe in environmental claim fromCompanies.…that don’t trust in green claims!Background
The “environmental claim”“Environmental claim “: the practice ofsuggesting or otherwise creating theimpression that a product or a service isenvironmentally friendly or is lessdamaging to the environment thancompeting goods or services.Greenwashing: when a company ororganization spends more time and moneyclaiming to be “green” through advertisingand marketing than actually implementingbusiness practices that minimizeenvironmental impact.
Voluntary ecological label, third party verified. It is a logo (brand) showing the best environmentalperformance if compared with competitor’s productwithout the logo. It is based on Life Cycle Assessment. Minimumparameters are set. Example: European Ecolabel (Reg. CE1980/2000), still not possible for food.Type I – ISO 14024
• Self-declared assertions. Companies can choose an element and speak about theproduct’s better performance for that aspect or a combination.• Certification schema: it has a verification and certification process similar to that ofecolabels but focuses on single issues (e.g. energy consumption, sustainableforestry, etc.)Choice of theparameters toevaluateAnalysis CommunicationCarbon FootprintWater FootprintBiodiversity…CertificationschemaType II – ISO 14021
Type IICertification schemaSingle indicatorMulticriteria label
EPD – Environmental Product Declaration It is a declaration containing information about the environmental impactassociated with a product or service, such as energy use, raw materialacquisition, content of chemical products… No evaluation of env. information, since no predetermined env.Performance levels are set.ProductCategory RulesLife CycleAssessmentEnvironmentalProductDeclarationType III – ISO 14025
July 2011: national experiment forthe environmental labelling ofproducts. Objective: to give info to theconsumers regarding carbonfootprint, use of natural resources orenvironmental impact of a product inall its life cycle (law Grenelle 2, art.228). Life Cycle and multicriteria approach. Great success of the initiative: 230companies asked to participate (168were selected).Case studies in EuropeFrance
Case studies in EuropeItaly Italian Program for the evaluation ofenvironmental footprint of products(Italian Ministry for the Environment, Landand Sea). Test – on a wide scale – of a methodologyfor the analysis of the environmentalfootprint (third party verified), for thedecreasing of greenhouse gases (CarbonFootprint) and water consumption andpollution (Water Footprint) Spread of good practices in theproduction processes. VIVA – Sustainability in the ItalianViticulture. A sustainability label based onthe analysis of 4 indicators:Air, Water, Vineyard, Territory.
The European Commission’s outlook 2000: Guide lines for the evaluation of environmental claims The regulation of the environmental claims is within the two Directives:– Dir. 2005/29/CE unfair business-to-consumer commercial practices in the internal market (+Guidance on the implementation/application of directive 2005/29/CE on unfair commercialpractices).>>> specific section about environmental claims.– Dir. 2006/114/CE misleading and comparative advertising 03/2012: national consultation with stakeholder, to understand the presence ofenvironmental claims on the market, what are the possible reasons for misleadingand what are the instruments to avoid the problem. DG ENV >>> Product Environmental Footprint.
The EcoProwine label• Objective: to realize a sustainability label for the European wine.• From the Life Cycle Assessment to the communication to the final consumer.• Label– A logo showing the Company’s committment in the project– Link to the web site (QR code) >>> sustainability information• Type II label, multicriteria: LCA >>> indicators >>> aggregation in threecategories: air, water, soil.• Effective and cost-effective instrument• More competitiveness for the european wine• Pushing on continuos improvement
The number of “green consumers” is rising, as well as the number of green claimsand labels. Environmental labels are a real marketing tool and – above all – they can promotea Company’s continuos improvement of its environmental performance. A label is a tool to enhance consumers’ informed choices; but it is mandatory forthe label to be consistent (otherwise: it is only greenwashing!) At a national and european level, Institutions are promoting specific programs toharmonize the methodologies for the assessment and communication ofenvironmental footprint of products.The EcoProwine Label is a science-based sustainabilitylabel that can promote sustainable practices in the winesector!Conclusions
Thanks for your firstname.lastname@example.org