Eco-labelling and consumers - Towards a refocus and integrated - - PowerPoint PPT Presentation

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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Eco-labelling and consumers

• Towards a refocus and integrated approaches -
• Dr. Frieder Rubik (IÖW, Heidelberg/D)
• Dr. Paolo Frankl (Ambiente Italia, Rome/I)
• Dr. Lucia Pietroni (University of Camerino, Ascoli/I)

Dirk Scheer (IÖW, Heidelberg/D)

LCM 2007. From analysis to implementation

Third International Conference on Life Cycle Management, Zürich August 27-29, 2007

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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Topics

• Which experiences exist with regard to effects of

eco-labels to contribute to changing production and consumption patterns?

• Which factors influence the success and/or failure of

an eco-label?

• Which future strategy could refocus the concept of

eco-labelling and embed it into a path towards sustainable development?

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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EPIS – an overview

• Environmental product information schemes (EPIS)
• Wide-spread market based environmental policy

instrument

• Range from mandatory to voluntary approaches
• ISO - three voluntary labelling approaches

8 Type I referring to criteria-based certification programmes 8 Type II describing self-declared environmental claims and 8 Type III applicable to quantified product information that is based upon independent verification using present indices.

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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Objectives of EPIS and eco-labels

Direct effects Indirect effects Net environ- mental benefits

Product substitution (i.e. change of markets) Eco-efficient product innovation (i.e. production patterns) Eco-efficient product use (i.e. consumption patterns)

Eco-labels & EPIS

impact output

• utcome

Market context Business context Framework context Technology context

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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Resumee – direct effects

• Change of supply side (market shifts)

8 Insufficient reliable statistical data 8 Anecdotal evidence 8 Exception: White Swan 8 Dynamic view, i.e. stimulation of product innovations

• Change of demand side

8 Knowledge & awareness 8 Trust & confidence

• Environmental performance

8 In general: lack of data and theoretical basis 8 EL-products vs. „average“: Smaller „footprints“ 8 IEFE (2006): 2/3 EU-EL applicants wanted improve env. performance

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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Resumee – indirect effects

• Policy related effects

8 Linkages eco-labelling and other instruments

• Market related effects

8 EL as benchmarks:

– Changing whole product portfolio of applicants – Changing product portfolio of branch, competitors, non-applicants – Some empirical evidence

8 EL and the chain

– Changes stimulated by procurement (commercial & public) and retailers – Changing demands in suppliers – Some statistical evidence, e.g.

• ¾ EU-EL participants with requests on suppliers

8 General increase of consumers‘ environmental awareness

Indirect effects might have similar importance as direct effects

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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General & PG specific factors

General Product Group specific Market Stakeholders

Costs for

participation & fees

Credibility of a

labelling scheme

Disseminate

information

Label type

Consider

quality & price

Analyse market

structure

Identify & in-

vole key stake- holders

Stimulate

awareness of consumers

Integrate tar-

gets, tools & stakeholders

Number of

criteria, their update

Choose

appropriate format

Environment

Look for the

main environ- mental impacts along life cycle

Grouping of key influencing factors for success of a labelling approach

Source: Rubik/Frankl 2005, 264

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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Consequences

• Current practise: „Isolated“ approach

8 Application and optimisation of a single tool, i.e. eco-label

• Key influencing factors show the need for an „integrated

approach“. Some core elements:

8 Linkage with environmental policy targets 8 Links with other IPP & SCP tools 8 Multi-stakeholder approach & shared responsibilities 8 Information and empowerment 8 Differentiation according to product categories

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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Between integrated and isolated approaches

STEP 1 - ENVIRONMENTAL OBJECTIVES

Identify which are the main environmental problems and related targets

STEP 2 - WHO CAUSES OR SUFFERS THE IMPACTS

Identify who, where, when in life cycle, causes / suffers the environmental impacts

STEP 3 - STAKEHOLDERS

Identify the drivers, who have to be the “first-movers” pushing the process

STEP 4 - WHICH TOOLS?

Identify set of measures which might influence/empower stakeholders: EMS, Voluntary Agreements, Legislation…

STEP 6 - WHICH KIND OF EPIS?

Identify type and format of EPIS, in function of all target stakeholders, not just of consumers

Current practice Ecolabels type I EPIS Life cycle

In every step, different decisions are taken and the number of possible tools is reduced. Only in some cases Ecolabels type I are the best selection to fulfil the environmental objectives.

STEP 7 - MONITORING

Identify measures and tools for monitoring the iterative process step by step

„Isolated approach“ „Integrated approach“

STEP 5 - ROLE OF EPIS

Identify whether labelling approaches are appropriate or other tools are better

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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Conclusions

• Limited amount on success stories
• Consider direct & indirect effects
• Indirect effects might have similar (or more) importance
• 11 key influencing factors
• Path dependency model: „Integrated“ versus „isolated“ approaches
• For more information:

EVER-project (DG ENV):

http://www.ioew.de/home/downloaddateien/e ver_executive%20summary.pdf

• Dr. Frieder Rubik: Eco-labelling and consumers – 3rd LCM conference Zürich August 27-29, 2007

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frieder.rubik@ioew.de

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