INTERREG VA COOPERATION PROGRAMME GREECE BULGARIA 2014 2020

INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 – 2020 Reinforcing Protected Areas Capacity through an Innovative Methodology for Sustainability – BIO 2 CARE – (Reg. No: 1890) Deliverable 5. 3 Targeted workshops regarding BIO 2 CARE labelling scheme The Project is co-funded by the European Regional Development Fund and by national funds of the countries participating in the Interreg V-A “Greece-Bulgaria 2014 -2020” Cooperation Programme

Contents of the workshop Ø An introduction to Ecolabelling Schemes/Eco-labels Ø Development stages of an Ecolabelling Scheme Ø Pros and Cons Ø Greenwashing Ø The BIO 2 CARE Sustainability labelling scheme Ø Consumer questionnaire and results Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 2

Ecolabelling Schemes / Eco-labels Ø An Ecolabelling Scheme/Eco-label is defined as the labeling of products/services /areas, based on compliance with certain environmental criteria. Ø Eco-label schemes seek to encourage a transition towards sustainable and more environmentally friendly consumption patterns, while covering the growing environmental concerns of the consumers. Ø In addition to consumers, Ecolabels are becoming a tool for industries/organizations to meet their legal obligations or international agreements on important environmental issues. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 3

Ecolabelling Schemes / Eco-labels Ø Ecolabelling Schemes revolve around 3 target goals: 1. Provide consumers with more information about the environmental impact of their consumption, creating a shift to more environmentally friendly consumer habits. 2. Encourage producers, governments and other agencies to raise environmental standards for products/services. 3. Protect domestic production. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 4

Ecolabelling Schemes / Eco-labels Ø Ecolabelling Schemes are catogorized in three different types: Type I labels refer to the environmental quality of a product compared to other products and aims to encourage the transition to more environmentally friendly consumption habits. They are voluntary programs and are based on multiple evaluation criteria. Absorbed by a third party organization. Basic conditions: o o Compliance with the environmental legislation. The whole product life cycle must be taken into account. Full transparency from the requested organizations/ companies. The environmental criteria of the product must be verifiable. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 5

Ecolabelling Schemes / Eco-labels Ø Ecolabelling Schemes are catogorized in three different types: Type II labels consist of unilateral environmental claims, they are developed by manufacturers, importers or distributors and refer to specific product features. They are voluntary programs, based on multiple evaluation criteria. They are "self-proclaimed environmental claims. » Those claims must: o Be precise and not misleading. o Be documented and verifiable. o Not leave room for misinterpretation. Claims such as: environmentally friendly, green, friend of nature, are forbiden. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 6

Ecolabelling Schemes / Eco-labels Ø Ecolabelling Schemes are catogorized in three different types: Type III labels use predetermined indexes and provide quantitative information on products based on independent verification. They are voluntary programs that provide quantified environmental data for a product / service. The predefined indicators are judged by a third party organization and are based on the Life Cycle Analysis of a product or service. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 7

Ecolabelling Schemes – Development stages Stage Steps Issues to be addressed Preparation and start phase Assignment of responsibilities Clear assignment of who is responsible for determining the criteria, product certification and general management of the program Selection and identification of product categories Selection of product categories and determination of certification criteria for these categories. Collection of proposals for certification criteria and categories. Negotiation phase Development of criteria, standards or guidelines Defining the requirements to be met for approval by the ecological labeling program. Implementation phase Producers, service providers, suppliers, retailers, distributors, importers, legal entities may apply for certification. Certification and licensing Comments from stakeholders should be included before finalizing the criteria list. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 8

Ecolabelling Schemes – Pros and Cons Pros Cons They allow consumers to recognize environmentally friendly products Large investments, before and after the acquisition of the ecolabel, to transform into green technology. Therefore, the startup is expensive They add value to consumers Businesses can award an eco-label for a particular product using green technologies, meanwhile they can still use conventional technologies for other products Businesses are willing to change to more There are more than 465 Ecolabels in 199 environmentally friendly ways if they are able countries, which leads to consumer confusion to take advantage of the Ecolabel An important marketing strategy Most consumers are not fully aware of the importance of Ecolabels Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 9

Greenwashing Ø Greenwashing is a variety of strategies used by companies to make their products look environmentally friendly. Greenwashers often use vague labels on their products, such as "natural" or "sustainable", to manipulate the consumer to choose their product over another. Ø Greenwashing efforts can range from changing the name or label of a product to advertising campaigns for millions of dollars that depict companies that pollute as environmentally friendly. Ø Many corporate structures use Greenwashing as a way to correct the public image of their brand. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 10

Greenwashing This label means that the product is recyclable, but not that it will be recycled. This label refers to products that do not contain chlorofluorocarbons (which are found in aerosols). But the use of chlorofluorocarbons was forbidden in 1978. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 11

Examples of Ecolabelling schemes Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 12

Examples of Ecolabelling schemes Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 13

Examples of Ecolabelling schemes Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 14

Examples of Ecolabelling schemes Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 15

Examples of Ecolabelling schemes Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 16

Examples of Ecolabelling schemes Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 17

Examples of Ecolabelling schemes Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 18

Examples of Ecolabelling schemes Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 19

The BIO 2 CARE Sustainability labelling scheme Advantages and disadvantages of labeling schemes Focus on potential application within protected areas Advantages Stakeholder participation Negotiating detailed award criteria requires the interaction between the Management Body (MB) of the protected area and public and private experts and a number of other stakeholders. This can help develop a cooperative ecosystem within the protected area. Disadvantages Many different labels The MB of protected areas may be confused to select the most appropriate labeling scheme due to the very high number of labels available with different guiding standards and scope, thus finally selecting and promoting a labeling scheme not fitted to the area’s actual needs. Reward leadership Potential trade effects Labeling schemes reward environmentally ambitious Labeling schemes can raise trade concerns when criteria companies with public recognition, thus encouraging include ones that discriminate against imported companies to take a pro-active approach towards the products. In the case of protected areas the estimation environment. This is critical for companies which are of Carrying Capacity can serve as an excellent basis to operating within the boundaries of a protected area. define a sustainable level of imported-exported products. Increased environmental awareness No continuous innovation incentive Through their public visibility, labeling schemes are When criteria are not continuously evaluated and likely to raise awareness among residents and visitors of updated, no incentive exists for companies to improve the protected area about environmental issues and performance beyond the specifications of the current strengthen their responsible behavior. criteria. In the case of protected areas, MBs can act as a pressure. Programme point for continuous re-evaluation Transnational Cooperation Interreg ‘Balkan-Mediterranean 2014 -2020’ of the INTERREG V-A COOPERATION PROGRAMME 20 GREECE – BULGARIA 2014 - 2020 criteria included in the labeling scheme.

The BIO 2 CARE Sustainability labelling scheme Advantages and disadvantages of labeling schemes Focus on potential application within protected areas Advantages Diffusion of best available techniques Ambitious labeling schemes can help MBs to make the best available techniques clearly recognizable and widely applied. Disadvantages Effectiveness is difficult to assess While assessing the impact of labeling schemes to a specific parameter (e. g. tourism) can work, it is much harder to measure the holistic performance taking into account all anthropogenic activities. Provision of economic incentives In the case of MBs and manufacturers within the protected area, labels can provide benchmarking information and information on the marketplace, help to green the MBs and corporate image, and serve as a communication tool. Not always clear preferences Labels mainly address domestic economic and environmental priorities; therefore, selected criteria may not be relevant to broader environmental and social issues, which are very significant in the case of protected areas. Provide greater flexibility than regulations Appropriate framework conditions Environmental certification can offer more ambitious Economic activity within a protected area is mild (and even innovative) goals than compliance with (tourist activity, agriculture and small low impact regulations. This can help the MBs of protected areas industries) which may lack the capacity and expertise rise the bar and be ready for future changes in to apply a labeling scheme. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME regulation. 21 GREECE – BULGARIA 2014 - 2020

The BIO 2 CARE Sustainability labelling scheme Advantages and disadvantages of labeling schemes Focus on potential application within protected areas Advantages Encourage proactive and precautionary attitudes in industry Environmental certification can shift businesses’ mindsets from reactionary to proactive, cleaner production, which is in accordance with PA MB’s targets and responsibilities. Disadvantages Difficult to apply in areas with little business selfinterest Environmental certifications are limited to areas where industries have financial motivation to change their behavior. However in the case of protected areas, environmental performance and motivation is equally important and a pre-requisite for their activity. Improve dialogue and trust between industry and government Implementing sustainability labeling schemes will improve industry/relevant stakeholders’ compliance and build relationships with PA MB that are more cooperative. Criteria depend on public perception Environmental issues mirrored by the criteria might be more reflective of the public’s sometimes irrational concerns, rather than the reflective of sounds scientific evaluations. This can be avoided in the case of protected areas since the MBs are well aware of the needs and critical challenges within the area. Demand-driven policy instrument Size matters As consumers (residents)-visitors have the ultimate Labeling schemes focus on management structure, and voice through purchasing and relevant attitudes; eco- the required changes may not be compatible with the label criteria are likely to reflect their preferences and management styles of small and medium enterprises concerns. This can help MBs to gain insights on how to usually active within a protected area (and respectively Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME increase the satisfaction level of the residents/visitors. MBs). 22 GREECE – BULGARIA 2014 - 2020

The BIO 2 CARE Sustainability labelling scheme Ø The BIO 2 CARE Sustainability Labelling scheme is developed to improve the environmental performance of protected areas. Ø It utilizes data from the whole project with a view to a holistic approach towards sustainable development of protected areas. WHY IS IT DIFFERENT FROM EXISTING LABELLING SCHEMES? 1. It follows a methodological framework, scientifically substantiated, quantifying indicators such as the Carrying Capacity, the Ecological Footprint, the Carbon Footprint and the Water Footprint of the protected areas. 2. It takes into account protected areas with anthropogenic activities within their boundaries. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 23

The BIO 2 CARE Sustainability labelling scheme Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 24

The BIO 2 CARE Sustainability labelling scheme Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 25

The BIO 2 CARE Sustainability labelling scheme Benefits for the Management Body of the protected area/national park: Inclusion of local businesses in the MBs programs and foreseen actions. Development of better cooperation of the MB with the producers and businesses operating within its supervisory boundaries. Improvement of the knowledge on the characteristics of the protected area and administrative capacities – categorization of the local products and services produced/supplied within the boundaries of the protected area, based on their sustainability. Upgrade the services provided to local producers/entrepreneurs. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 26

The BIO 2 CARE Sustainability labelling scheme Benefits for the residents - enterprises within the protected area/national park Attribution of identity to produced products and services offered by the National Park. Increase the added value of local products and services. Establishment of the already applicable good environmental practices due to the environmentally specific situation. Indication that products bearing the eco-label of the MB are sustainable. Promotion of the certified local products through coordinated advertising and promotion in trade fairs. Possibility of collective future integration of local productions / enterprises into national funding programs. Creation of an expanded network of enterprises-production-processingmarketing-services with the sustainability label serving as a link, which will help in the promotion and upgrading of the wider region. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 27

Consumer questionnaires regarding Eco-labels Ø In order to examine the potential implementation of the proposed BIO 2 CARE Sustainability Labelling Scheme a questionnaire was developed. Ø The questionnaire was addressed to consumers living within the boundaries of the NP– EMATH. Ø The questions were selected in order to examine: o the general knowledge on the issue of Sustainability Labelling Schemes, o the existing attitude towards products awarded with a Sustainability Labelling Scheme o the possibility of adopting measures favoring products and services awarded a Sustainability Labelling Scheme. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 28

Consumer results (1) Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 29

Consumer results (2) Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 30

Consumer results (3) Some important results include: Ø A large percentage of consumers (almost 80%) responded that they have at least a small idea of the concept of Sustainability labeling schemes. Ø A relatively large percentage (about 60%) believe that products with sustainability labeling schemes have a competitive advantage over other products. Ø 43% of the respondents answered that they would pay more for a product, or service, that has been awarded with a sustainability labelling scheme with transparent awarding criteria. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 31

Detailed responses Around 3/4 of the respondents claimed that they are somehow familiar with the concept of Sustainability labelling Schemes, whereas only a very low proportion (5%) seem to be well-informed about Eco-labelling Schemes. The familiarity of the respondents with this concept, seems to highly correlate with their choice to consciously buying products awarded with an Eco-label Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 32

Detailed responses The majority of respondents do not seem to have adequate knowledge on the criteria by which a product acquires an Ecolabel. Despite the relative lack of knowledge on the criteria by which a product acquires and Ecolabel, the majority of respondents considers that an Ecolabel reflects an environmentally friendly product… Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 33

Detailed responses …and also, a product that has a competitive advantage over other products…. …being an effective marketing tool. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 34

Detailed responses Although the above-mentioned considerations (increased environmental performance and marketing advantage), less than half of the respondents are clearly willing to pay more money for a product with an Ecolabel. It seems of high significance to better communicate the criteria by which an Ecolabel is awarded - this seems to be a first good step for consumers to trust more these kinds of products. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 35

Detailed responses Only 10% of the respondents know more than 5 products with an Ecolabel, indicating once more that Ecolabeling communication is not very efficient. As expected, less population is using products with an Ecolabel (or they are using products with an Ecolabel that they do not know) Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 36

Detailed responses The familiarity is further decreased when we are referring to Ecolabels for tourism/protected areas… …including the criteria that an area of tourist interest is awarded an Ecolabel. Almost half of the respondents do not have any knowledge on this issue. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 37

Detailed responses This lack of knowledge makes them not be sure whether to trust an area that has been awarded an Ecolabel for their tourist services. Still most of them (55%) feel that an Ecolabel reflects an environmentally friendly area with tourist activities. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 38

Detailed responses The vast majority of the respondents believe that a touristic area should offer the opportunity, in every possible way, for people with special needs to visit the area. Yet a relatively high (11%) considers that this is not an issue of high priority. As in the case of products, better communicating the criteria by which the Ecolabel was awarded, is of highly significance to increase acceptance and trust. Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 39

Detailed responses Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 40

Detailed responses Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 41

Detailed responses Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 42

Detailed responses Transnational Cooperation Programme Interreg ‘Balkan-Mediterranean 2014 -2020’ INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 - 2020 43

INTERREG V-A COOPERATION PROGRAMME GREECE – BULGARIA 2014 – 2020 Reinforcing Protected Areas Capacity through an Innovative Methodology for Sustainability – BIO 2 CARE – (Reg. No: 1890) Thank for your participating! The Project is co-funded by the European Regional Development Fund and by national funds of the countries participating in the Interreg V-A “Greece-Bulgaria 2014 -2020” Cooperation Programme