Eco-certification as a response to climate change Nikola Perovic, PhD, Programme Manager
Main challengesMeaningFields of innovation Reduce Which factors could be reduced below an industry average? -costs -delivery term CreateWhat new could be offered to market -promotion of healthy styles -eco-brand -eco-packaging Increase Which factors could be increased above an industry average? -organoleptics -quality -power of brand EliminateWhich common factors could be eliminated?-boring packaging -snobbism in consumption The key of green economy is in creation of added value Source: Adopted from: Mary Pugh & Richard Fletcher(2002), Australasian Marketing Journal 10 (3)
Eco-certification: Germany's Blue Angel program (1978) The Swan (Nordic Eco labeling) Environmental Choice (Canada 1988) Eco Mark (Japan 1989) Green Seal (US 1990) Eco-Mark (India 1991) Eco-label (EU 1993)
Eco-certification in tourism: C02 emission reduction through increased energy efficiency “Greener region” Improved image of tourist destination
Benefits of eco-certification: At the supply side: reduced business costs from increased efficiency At the demand side: tourists appreciate added value and are ready to pay more %
Eco-label: 90 parameters 29 compulsory 61 facultative
Certification fields: Energy Water Management Waste Cleaning and disinfection materials Other services