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Managerial Aspects of Sustainability Labelling

Managerial Aspects of Sustainability Labelling. Environmental Management Leadership Symposium 2 VERY ACTIVE GROUPS + dr. Gábor Harangozó Milano, 8-9th June, 2009. Our mission.

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Managerial Aspects of Sustainability Labelling

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  1. Managerial Aspects of Sustainability Labelling Environmental Management Leadership Symposium 2 VERY ACTIVE GROUPS + dr. Gábor Harangozó Milano, 8-9th June, 2009

  2. Our mission • Need: there is a need to link consumer information needs on sustainability with corporate strategies looking for tools • Goal: Overview eco- and sustainability labels from two perspectives: • Consumer (WHAT INFORMATION IS NEEDED?) • Company (HOW TO LINK LABELLING WITH MARKETING STRATEGY?) Managerial Aspect of Sustainability Labelling Név

  3. Sustainability labels • Market based tools • Makes comparison and decision easier for consumers • Types of labelling: • Obligatory labels • Voluntary – official • Voluntary – self-created • (Misleading labels) CFC-free… Managerial Aspect of Sustainability Labelling Név

  4. Issues on labels • Everyone understands, otherwise the whole system makes no sense ‘official’ or obligatory labels • Clear message • Trust (not greenwashing of dirty products!) • Standardisation vs. concretisation e.g. vs. Managerial Aspect of Sustainability Labelling Név

  5. Competitive Strategy and Labelling • The role of labelling concerning different competitive strategies Competitive Advantage Competitive Scope Managerial Aspect of Sustainability Labelling Név

  6. Eco-labels and the Marketing Strategy • The Marketing mix and eco-labelling: • Short run: promotion tool • Longer run: basis of the whole marketing strategy Managerial Aspect of Sustainability Labelling Név

  7. Future steps • Better promotion of the labels themselves • Not only external bodies but also companies/professional bodies • Education of consumers • First-movers raise the bar for information dissemination  competitors have to follow the trend • Obligation for disseminating environmental/sustainability related infos  role of the environmental managers!!! Managerial Aspect of Sustainability Labelling Név

  8. Questionmarks • Misbeliefs about green products • ‘Green’ = how to sell worse quality • Can labelling change our consumption habits? • Janus-headed ‘sustainable’ labelling  sustainable consumption Managerial Aspect of Sustainability Labelling Név

  9. Thank You for your attention!

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