1. LECTURE 2 ECOLABELS

2. Learning Objectives
B y the end of the lecture students should be able to:
Define and describe ecolabels
Understand why the tourism industry seeks affiliation with ecolabels
Understand the parties involved in the ecolabeling process
Identify the weaknesses of ecolabels as a sustainability tool

3. Definition-ecolabels
Font (2001) defines ecolabels as methods to standardise the promotion of environmental claims by following compliance to set criteria generally based on 3rd party verification.
A type of a marketing tool that improves on codes of condust and awards by providing concise and accurate information
Predicated on the concept of certification which is a formal process under which a nominally independent body certifies to other interested parties

4. Definition- continued
Relevant to governments wanting to assess whether the industry can be trusted to regulate some aspects of its own environmental performance in a responsible manner.
Can also be classified as to whether they apply to a particular region or country or the world as a whole.

5. Why the industry seeks affiliation with ecolabels
To demonstrate external recognition for their sustainability practices and accomplishments
To generate positive publicity
Increased business from green consumers
Leverage to charge a premium price and a reduced likelihood of government intervention
Opportunities for networking with other member organizations
Reduced environmental costs
Improved local community relations

6. Who is involved in the process
Funding body- usually NGOs
Awarding body- may be a functional arm of the funding body or an independent 3rd party entity
Tourism market and potential applicants ,that is the players in the industry and the customers
Verifying body-receives and analyses evidence from the applicants so that its recommendations can go forward to the awarding body

7. Weaknesses of ecolables
Lack of consumer recognition
Susceptible to green washing
Laudable environmental practices may disguise unethical social and cultural practices
There is still no widespread belief or convincing evidence that products with ecolabels are more sustainable than those without
Corporate leaders like British Airways may not feel the need to augment their own internal environmental reputation with external ecolabels

8. Conclusion
Arguably the greatest impediment to establishing an effective array of credible ecolabels is the absence of an overriding global accreditation body.
An example of such a body is Green Globe 21 which still has a long way to go before it can be regarded as an effective mechanism for attaining sustainable tourism development within the tourism industry.