Certification programs can promote sustainability by supporting businesses that meet certain criteria. The certification process involves an independent third party assessing an organization's compliance with sustainability criteria and awarding a certificate if requirements are met. Certification helps market sustainable businesses by serving as a label that signals credibility to consumers. It can also strengthen supply chains and influence behaviors by empowering organizations, informing consumers, and building trust. However, certification programs must find a balance between performance criteria, benefits, and levels of participation to be effective.

1. The Negev Local Sustainable Economic Development Euromed Congress
Building Local Economies
December 9 2013, Beersheva, Israel
Promoting Sustainability Through Certification
Joao Mil-Homens
University of Algarve

2. promote & support
sustainable businesses
through certification
programs

3. Certification
Process by which an entity is examined against a set of criteria. A
successful certification process typically results in the awarding of a
certificate and the right to display a label for marketing purposes.
Certifier
Entity who assesses compliance of an organization against a set of
criteria. It may be carried out by an independent third-party, by its
clients, or by the organization itself through a self-diagnosis.
Label
A logo that is intended to indicate a preferable product or company,
based on predefined criteria.

4. market signaling agent
businesses use certificates to
establish and demonstrate their
sustainability performance
consumers react to the credibility and
transparency of the independent
verification
strengthen sustainable supply chain

8. the act of misleading consumers
regarding the environmental
practices of a company

9. create business value?
strengthening sustainable supply chain
change behaviors:
1. empowering organizations
2. informing consumers
3. enhancing trust

10. 1. reach everyone
environmental laggards
reluctant compliers
committed compliers
environmental strategists
true believers
Neil Cunningham

11. find a balance
performance
criteria benefits

12. accept different levels of
performance

13. establish very clear
criteria
for each level of performance
for each axis of sustainability

14. Las Terrazas, Cuba

15. Grand Cancun Luxury Eco-Hotel

18. environmental laggards
reluctant compliers
committed compliers
environmental strategists
true believers
Neil Cunningham

19. provide real
incentives
for each level of performance

20. public recognition
training structure
share best practices
networking opportunities
fiscal incentives
administrative flexibility
funding opportunities

21. 2. communicate
easy access to information
disseminate and promote
capitalize
public procurement

22. 3. enhance trust
engage all relevant stakeholders
disclosure information
demonstrate achievements
expose greenwashing

23. evaluate and adapt

24. thank you
Joao Mil-Homens
joaomh@gmail.com