1. Eco-certification as a response to climate change Nikola Perovic, PhD, Programme Manager

2. 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)

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)

4. Eco-certification in tourism:  C02 emission reduction through increased energy efficiency  “Greener region”  Improved image of tourist destination

5. 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 20- 40%

6. Eco-label:  90 parameters  29 compulsory  61 facultative

7. Certification fields: Energy Water Management Waste Cleaning and disinfection materials Other services