ECO-MARKETING AND ECO-LABELLING: DOES IT ENSURE ...

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D.Grundey 167 ISSN 1648-4460 Researching Customer Loyaity in Lithuania 1998 1999 2000 2001 2002 2003 Source: complied by the author. Figure 3. European Eco-Label (the "Flower") statistics, 1998-2003 It has been caleulated that eurrently in Europe we have the following statistics for the EU-flower eco-label {Figure 3): . 260 holders as of September 2005 About 2 500 articles split in 23 product groups A large number of ISO-type II labels are found in the European market established and mn by the industry or retailers. These self-classifications are often one-dimensional, covering only certain aspects of the product, like recycled paper products, phosphate free detergents. ISO type III labels - Environmental Product Declaration (EPD) - are under development in Europe. Such quantitafive data will, however, be more relevant in a business-to-business communicafion. 3.3.2 ISO-type II labels ISO-type II labels really are a type of adverfising. Main problems concerning such labels are that the message is often unclear, labels often one deal with just dimension (no chlorine), they are at best semi-scienfifically based, and they rely on self-classificafion. In the Nordic countries they tend to conflict with the Marketing Control Acts, prohibiting the use of phrases like "eco friendly" etc. Type II labels will generally have a problemafic relafion to questions of tmst, and - related to that - to generally non-existent control regimes. since tenns lil^c "eco", "biological" and similar designations have been protected by the EC Eco- Directive, consumers liave been finding food from organic fanning everywhere. The big supeniiarket chains in Germany have introduced product ranges like Füllhorn (Rewc). Grünes Land (Metro), Naturkind (Tcngclmann/Kaiscrs), Alnalura (dm), all of whicli definitely come from organic fanning. Other organic brands are called "Organic from ecological production", "HioUio" or "Bio Wcrlkost". Organic products from health food producers bear a green leaf witli the word "Bio". Source: complied by the author. Cooperation between organic fanning organisations and governmental institutions has created eco-labels which do not solely stand for organic fanning, but also confinn that these products come from a particular region or a particular state of Gcnnany. It's this regional delimitation that constitutes the specific bonus of these labels, since tlie transportation distances involved are also subject lo restriction. Examples include (from the Icfi) the Test Seal for ecologically produced food awarded by the Free State of Saxony, the registered symbol for ecological fanning in confonnily with the EC Eco- Dircctivc awarded by Thuringia's Ministry for Agriculture, Nature Conservation and the Environment, and the test seal for local ecological products awarded by the Bavarian State Ministry for Nutrition, Agriculture and Forestry. Figure 4. Examples of ISO-type II labels (examples from Germany) Potential environmental advantages of Type Il-labcls arc first that for the least .sophisticated producers or retailers (Figure 4), a Type 11-labcl might be a starting poiiU for a positive cliaiigo process, coiiccniraling on doing al least something. Second, for leading 77t-hV.n'OIÜt.-ri70,V.V/,V ;it;,f/A7;.V.V c-liCOSO.Mia, Vol 8, No 1 (16), 2009
D.Grundey 168 ISSN 1648-4460 Researching Customer Loyaity in Lithuania environmental innovators, such labels might highlight their best products, employing technology that is ahead of competitors and beyond the labelling bodies. 3.3.3 ISO-type III labels So-called ISO-type III labels provide numerical information, beyond the symbols. They are also known as Environmental Product Declarations (EPD). So far, they do not seem very relevant for consumers, who would be hard put to make sense of such quantitative data (how many tons of CO^ is it reasonable to emit during the production of a hundred tonnes of cement?). It has been described as an instmment mainly for business-to-business communication, but for small and medium enterprises the correct interpretation of the numerical sheets will probably be almost as difficult as for ordinary consumers. Development of Type III labels is a promising step for business, but for consumers, as well as for small retailers and producers, the information will have to be translated. For Type III labelling of bigger and more complex entities (like hotels, airiines and so on), EPDs will probably be perfect tools. Recycling label It means, that the packaging has been manufactured of recycled products (eg. waste paper). In this case the amount of recycled materials is 65%. Source: complied by the author. Recycling label This label informs about the recycling of waste oil. Since September 2001, monitored The Biokreis e.V. has set foods from ecological fanning have itself to foster cooperation been identified with the between producers, governmental Bio-Seal in consumers and processors Germany. The small hexagonal in line with ecological symbol acts as a standardising principles in a signpost for eco-producis. The Bio- conveniently sized region. Seal is awarded against the criteria The top priority is to laid down in the EC Eco-Directive, preserve rural agriculture which include a ban on irradiating based on ecological eco-foods, a ban on genetically fanning. The modified organisms, a prohibition on pesticides featuring chemicalsynthetic agents and on easily soluble mineral fertilisers. Requirements include diverse, extensive crop rotation, free-range species-friendly animal husbandry, organisation's other activities include certification of producers and processors, infomiation provision and educational initiatives. and feeding the animals with ecologically produced fodder, without any admixture of antibiotics enhancers. and performance Source: complied by the author. Recycling label This label stands for glass recycling. The ,.keep tidy" label. Figure 5. Examples of recycling labels world-wide Biopark is a registered and protected trademark for identifying ecologically produced food. The Biopark e.V. was founded by 16 farmers in Mecklenburg- Western Pomerania in 1991, with the aim of jointly marketing ecological products with maximised health value and purity, and excellent taste quality under a single umbrella brand. Farmers operating or changing over to biologicaldynamic . and organic-biological methods got together in 1988 to fonn the Okosiegcl (Eco- Seal) association. Figure 6. Examples of organic food labels in Germany Recycling label A warning label meaning that a particular item contains toxic substances (eg. paints or batteries) and should not be thrown out with household trash, but disposed of properly. n
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