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

D.Grundey 169 ISSN 1648-4460
Besearching Customer Loyalty in Lithuania
3.3.4 Other eco-labels and organic food labels
There is a jungle of labels out there: There are a large number of recycling labels
(Figure 5), often without any developed organisation to handle the waste. There are organic
food labels (Figure 6), social and ethical labels (Figure 7), all with some environmental
interest. In this context they are probably most interesting as examples of the kind of
overload, often "do-good-overload" that modem consumers have to deal with. Most
stakeholders call for a simpler system, with a limited number of labels for consumers to relate
to.
We can find labels on cosmetics, which state that a
particular product was not tested on animals.
However, there is no standard label, il is usually
picture of a rabbit. Cosmetics that were not tested
on animals can also carry the letters 'BWC [they
stand for Beauty Without Cruelty], or the words
Not tested on animals or Animal friendly.
Source: complied by the author.
"Dolphin-Safe tuna"
This label means, that
during tuna fishing, no
dolphins or whales are
harmed or seriously
wounded, and that
high seas driftnets
were not used.
This label means, that the
turtle mortality rate caused
by shrimp fishing is being
kept at the lowest possible
level. More information:
In Search of a Policy
Formula for Marine Turtle
Conservation in the South
East Asian and Indian Ocean
Region Turtle Safe Shrimp
Campaign
Figure 7. Examples of social and ethical labels, adopted world-wide
This label is often
mistaken for an ecolabel.
In fact, it has no
ecological value, but is
placed on goods, to
attract the customer
with a green label.
3.3.5 Country-of-origin (COO) labelling in relation to ecological issues
According to Italian companies, being informed of the origin of a machinery is always
an asset. Equal consideration apply to retail consumers, but for industry, this information has
a further considerable relevance to machineries' performances, general efficiency of industrial
plants and safety on the workplace. The origin mark does not "protect" consumers, but it does
"inform" on what they buy. Should a European company deem that it is worthy to produce in
a third country, and trade products under its own label, both consumers and the market would
benefit from a clearly visible origin marking, without substantial effects if the brand is known,
as demonstrates the vast number of glamour trademarks associated with a "made in country
X". The results of a survey carried out in Italy, France, Gemiany and United Kingdom
provided solid confirmation to the assumption that consumers arc interested in origin
marking.
The statement "it provides more information and gives the opportunity to make
conscious choices" was agreed by 78% in Italy, 85% in France, 86% in Germany, 84% in UK.
The statement "it helps to fmd safe products", was agreed by 70% in Italy, 79% in France,
66% in Germany, 78%o in UK. The statement "it helps to detect products imported from
countries that enforce no laws against child labour and for environmental protection" was
agreed by 70% in Italy, 78% in France, 80% in Germany, 79% in UK, Disagreed with the
statement "// does not provide cniy .special benefit" 47% in Italy, 73% in France, 71% in
Germany, 61% in UK. The more direct question "are you interested in knowing the country of
origin of products imported from non-European Union countries ?" was given a positive
answer by 72% in Italy, 87% in France, 83% Germany, 81% in UK,
Tcdde 5 provides a comparison of origin labelling regulations in other countries
compared to tlic provisions in the U.S. Farm Dill. In 2002, the EU required member states to
label all beef at the retail level, including ground beef, with information on the country of
birili, place of fattening and slaughter.
T\V\KSVO\l\tAriO\.S IN IW.SlNilS.'i & liC.ONOMtCS, 8, No 1 (16), 2009