The product environmental footprint communication at the crossroad: integration into or co-existence with the European Ecolabel?

Abstract

Since 2013, the European Commission (EC) is developing and testing the Product Environmental Footprint (PEF)—a product evaluation method, based on life cycle assessment (LCA). How and if PEF would be applied in communication and ecolabelling is still unclear; likewise, the scientific work on this matter is incomplete. This study aims to investigate the interface between PEF and the European Flower (EUF)—the European type I ecolabel—and to particularly examine scenarios for their co-existence and mutual supplement. The aim of this work is achieved by conducting an analysis of three case studies on three different product groups for which both Product Environmental Footprint Category Rules (PEFCR) and European Ecolabel awarding criteria exist, namely, detergents, paints, and T-shirts. This includes a topic-based assessment and comparison of which life cycle stages, processes, and environmental aspects they cover. Based on this inquiry, a reciprocal analysis of synergies, gaps, and potential conflicts of the PEFCR and the ecolabel is performed. Finally, concepts for achieving mutual benefits for both approaches are provided and proposals for a consistent integration of PEF results in business-to-business (B2B) and business-to-consumer (B2C) communication are developed. The results of the three case studies point out similarities and gaps between PEF and EUF, as well as methodological shortcomings of both approaches. Based on this, three perspectives (namely, PEF, EUF, and Joint perspectives) are explored. They represent possible combinations and co-existence between PEF and EUF and serve different communication needs (B2B, B2C, or both). Whereas the first two perspectives examine scenarios for integration of one approach into the other and their parallel co-existence, the Joint perspective proposes a hybrid approach (called ecolabel type IV). It is a combination of elements of type I and type III environmental labels that allows for two different, but simultaneous product certifications depending on the end-user focus. In order to improve the current approaches for ecolabelling, the use of criteria that cover the complete life cycle is imperative. Still, tools that go beyond the calculation of an LCA profile and cover product-specific aspects are needed. The proposed hybrid ecolabel covers both aspects by combining PEF and EUF. It is believed to be a solution for the EC to operationalize PEF in communication and in parallel, to avoid further proliferation of ecolabels.