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Consumo sustentável? O papel dos rótulos ecológicos e das alegações ambientais no setor do retalho
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Resumo(s)
Os padrões de consumo ao longo dos anos têm estado diretamente relacionados com
problemas ambientais e sociais. As empresas que nunca ficam indiferentes a novas tendências,
e a sustentabilidade ganhando notoriedade ao longo dos últimos anos, começaram a promo-
ver a sustentabilidade dos seus produtos e serviços recorrendo a rótulos ecológicos, esquemas
de certificação que destacam as características ambientais, e alegações ambientais que são
logotipos, frases ou cores que remetem para bom desempenho ambiental.
A utilização de rótulos ecológicos surgiu com o intuito de responder às necessidades de
melhores práticas ambientais nas cadeias de valor. No entanto, a falta de regulamentação da
aplicação destes instrumentos fez com que as situações de fraude e
greenwashing fossem
recorrentes, o que levou a os rótulos ecológicos fossem vistos como oportunidades de negócio
e as alegações ambientais como mais uma estratégia de marketing. Neste sentido, há a neces-
sidade de controlar estas questões a nível empresarial, nomeadamente no setor do retalho, de
forma a mitigar práticas desleais e definir estratégias de ação em prol do desenvolvimento
sustentável.
O papel decisivo no consumo sustentável recai essencialmente nas empresas com po-
der de mudar os modelos de negócio ao oferecer produtos inovadores e consequentemente
mais sustentáveis. O setor do retalho assume neste contexto um papel particularmente rele-
vante, dado que, por meio de relações e parcerias com fornecedores, e pelas interações diárias
com os consumidores podem ser verdadeiros agentes de mudança, a partir das próprias ativi-
dades, procedimentos e políticas internas. Assim, torna-se relevante ter neste setor uma abor-
dagem clara para gerir os rótulos ecológicos a que se querem associar os produtos, assim
como garantir a fiabilidade e relevância das alegações ambientais transmitidas aos consumi-
dores.
O presente trabalho foi desenvolvido em colaboração com uma empresa de retalho ali-
mentar portuguesa, nomeadamente na Direção da Qualidade&Investigação que tem incidên-
cia principal a gestão e desenvolvimento de produtos de marca própria da empresa, com o objetivo de apoiar o processo de decisão relativo à utilização de rótulos ecológicos e alegações
ambientais.
Numa primeira fase, realizou-se uma avaliação dos rótulos ecológicos existentes no mer-
cado de forma a determinar quais dos esquemas de certificação que devem estar associados
aos produtos de marca própria da empresa. Adicionalmente, procedeu-se um levantamento
inicial das alegações ambientais existentes de forma a determinar o estado atual dos produtos
neste aspeto assim como oportunidades de melhoria no que concerne às características de
sustentabilidade dos produtos transmitidas ao consumidor através da rotulagem. Por fim cons-
truiu-se um
roadmap de ação para a Empresa X em prol da capacitação dos consumidores
para a transição ecológica através de uma melhor proteção contra práticas desleais e de me-
lhor informação e promover o consumo sustentável.
Consumption patterns over the years have been directly related to environmental and social problems. Companies, which are never indifferent to new trends, and sustainability has gained notoriety in recent years, have begun to promote the sustainability of their products and services by using eco-labels, certification schemes that highlight environmental character- istics, and environmental claims, which are logos, phrases or colours that refer to good envi- ronmental performance. The use of eco-labels came about in order to respond to the need for better environ- mental practices in value chains. However, the lack of regulation of the application of these instruments has led to fraud and greenwashing situations, which has led to eco-labels being seen as business opportunities and environmental claims as another marketing strategy. In this sense, there is a need to control these issues at company level, particularly in the retail sector, in order to mitigate unfair practices and define action strategies in favour of sustainable de- velopment. The decisive role in sustainable consumption falls essentially to companies with the power to change business models by offering innovative and consequently more sustainable products. The retail sector plays a particularly important role in this context, since through relationships and partnerships with suppliers, and through daily interactions with consumers, they can be real agents of change, starting with their own activities, procedures and internal policies. It is therefore important in this sector to have a clear approach to managing the eco- labelling with which products are to be associated, as well as guaranteeing the reliability and relevance of the environmental claims passed on to consumers. This work was carried out in collaboration with a Portuguese food retail company, namely in the Quality & Research Department, which is mainly responsible for managing and devel- oping own-brand products, with the aim of supporting the decision-making process regarding the use of eco-labels and green claims.As a first step, an assessment was made of existing eco-labels on the market in order to determine which certification schemes should be associated with the company's own-brand products. In addition, an initial survey of existing environmental claims was carried out in order to determine the current state as well as opportunities for improvement with regard to the sustainability characteristics of products transmitted to the consumer through labelling. Finally, an action roadmap was constructed for Company X in favour of empowering consumers for the ecological transition through better protection against unfair practices and better infor- mation and promotion of sustainable consumption.
Consumption patterns over the years have been directly related to environmental and social problems. Companies, which are never indifferent to new trends, and sustainability has gained notoriety in recent years, have begun to promote the sustainability of their products and services by using eco-labels, certification schemes that highlight environmental character- istics, and environmental claims, which are logos, phrases or colours that refer to good envi- ronmental performance. The use of eco-labels came about in order to respond to the need for better environ- mental practices in value chains. However, the lack of regulation of the application of these instruments has led to fraud and greenwashing situations, which has led to eco-labels being seen as business opportunities and environmental claims as another marketing strategy. In this sense, there is a need to control these issues at company level, particularly in the retail sector, in order to mitigate unfair practices and define action strategies in favour of sustainable de- velopment. The decisive role in sustainable consumption falls essentially to companies with the power to change business models by offering innovative and consequently more sustainable products. The retail sector plays a particularly important role in this context, since through relationships and partnerships with suppliers, and through daily interactions with consumers, they can be real agents of change, starting with their own activities, procedures and internal policies. It is therefore important in this sector to have a clear approach to managing the eco- labelling with which products are to be associated, as well as guaranteeing the reliability and relevance of the environmental claims passed on to consumers. This work was carried out in collaboration with a Portuguese food retail company, namely in the Quality & Research Department, which is mainly responsible for managing and devel- oping own-brand products, with the aim of supporting the decision-making process regarding the use of eco-labels and green claims.As a first step, an assessment was made of existing eco-labels on the market in order to determine which certification schemes should be associated with the company's own-brand products. In addition, an initial survey of existing environmental claims was carried out in order to determine the current state as well as opportunities for improvement with regard to the sustainability characteristics of products transmitted to the consumer through labelling. Finally, an action roadmap was constructed for Company X in favour of empowering consumers for the ecological transition through better protection against unfair practices and better infor- mation and promotion of sustainable consumption.
Descrição
Palavras-chave
Rótulos ecológicos alegações ambientais consumo sustentável greenwashing consumidor retalho