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Sustainability-related Product
Labelling:
Useful sustainability measure or easy
way out?

Dr. Leonie Dendler
The University of Manchester (UK)
Fudan University (P.R. China)
At Green Drinks China, Shanghai
9th January, 2014
CONTENT
1. Overview
2. Some theory
3. An alternative view on product labelling
4. Labels as an effective sustainability
measure?
OVERVIEW
PRODUCT LABELLING BUILDING BLOCKS

Standard
Setting

Organisational Structure

Assessment

Communicati
on
SOME
THEORY
INFORMATION ASYMMETRIES

More sustainably
produced goods
are usually
“trust
goods” (Darby
1973)
OVERCOMING INFORMATION ASYMMETRIES
ALTERNATIVE
PERSPECTIVE
Behaviour driven by rational,
information based choices to maximise
utility?
ROUTINES
SOCIETAL NORMS
RELATIONSHIPS
AN ALTERNATIVE PERSPECTIVE
FOR EXAMPLE: FAIRTRADE “BANANA WAR”
…

…
THE MARINE STEWARDSHIP COUNCIL
CONCLUSION
USEFUL SUSTAINABILITY MEASURE
OR EASY WAY OUT?
– Labelled products are not necessarily only
positive from a sustainability perspective.
– They may have unintended negative
consequences.
– Do I try to buy organic certified
vegetables? Yes!
– May it be better to get my vegetables from
a small local farm without certification?
Potentially!
– Your personal values are important!
QUESTIONS
or COMMENTS
leonie.dendler@mbs.ac.uk

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Product labeling: Useful sustainability tool or easy way out?