Credible and Commercial: the success factors of eco-labelling

Eco-labelling schemes are on the rise – customers and environmental experts alike are confused with the booming “industry”. The difference between the two groups is that the customers’ decision for or against a label is the fateful one: it decides the ultimate success or failure of the label.

At the same time the judgment of an environmental expert – the one faithful to some aspect of sustainability – carries the responsibility of steering private and public opinion in the right direction. The presentation discusses a stepwise protocol on “how to create a successful label” using the case study of the EU-funded Life+ project “HAproWine” (EU - LIFE08 ENV/E/000143) aimed at developing an eco-label for wine produced in the Spanish region Castilla y León.

Through the evaluation of some key existing examples and the case study of developing a new label in the food industry based on LCA, the presentation identifies underlying factors of success and failure.

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