1. False promise or promise with a fault : deciphering the effectiveness of eco-label governance in the german textile market
- Author
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Zwick, Markus and Zwick, Markus
- Abstract
An understanding of the inherent effectiveness-potential of environmental product-labels is important because of the growing presence of these labels as governance regimes, especially in the textile market. The proper governance of eco-labels has the potential to assist with the transformation to more environmentally friendly consumption, but not enough is known about the inherent qualities that make a label effective or ineffective in communicating scientific environmental information. In this thesis, I study eco-labels and their potential effectiveness as a governance mechanism towards more sustainable consumption. Specifically the study encompasses six labels present in the German textile market with the aim to evaluate their inherent effectiveness- potential in conveying environmental information to consumers. Empirical material was constructed by rating each of the four indicators: credibility, salience, legitimacy and awareness, on a Likert scale for each eco-label. The data to inform this rating resulted from a review of the available scientific and organizational literature. The results have been visualized using data tables and radar diagrams. The results of this study accumulate to show that the eco-labels considered here simply tell an ineffective story to the consumer! They have a low overall effectiveness-potential in conveying information regarding the sustainability of textiles. No label considered in this study attained more than 67% of its total potential effectiveness showing that there is a large gap between the prospects of this governance scheme and the way it is currently functioning. The lowest overall performer is the Fairtrade® textile label. The Non-State-Market-Driven (NSMD) governance system has a series of shortcoming that are partly responsible for this poor performance. A revised, theoretical governance approach combining decentralization theory with incorporated transgovernmentalism is proposed with the intent to maximize the positive
- Published
- 2016