Post on 28-Mar-2018
Sustainable Public Procurement (SPP)
and Greenwashing
Prof Hideki Nakahara
Chairman
International Green Purchasing Network( IGPN)
Green Trade International Conference 1st Nov 2013
Beware of GPP/SPP!?
I believe GPP/SPP has improved Consumer Behavior and created a Better World. If this is a lie, then no one believe in GPP/SPP. Green Washing is the just lie.
Green Washing is the presence such as termites that devour the house. So we have to clean the Green Washing.
nakahara@tcu.ac.jp 2
GPP/SPP and Lifecycle Perspective
nakahara@tcu.ac.jp 3
Scot Case, UL Environment,
Beware of Greenwashing
When a company, government or other group promotes
environmental initiatives or environmentally conscious
images but actually operates in a way that is damaging to
the environment or in an opposite manner to the goal of
the announced initiatives.
According to Greenpeace, greenwashing is used to
describe the act of misleading consumers regarding the
environmental practices of a company or the
environmental benefits of a product or service.
nakahara@tcu.ac.jp 4
Examples of Greenwashing
Dont Be Fooled 2012: Companies to Avoid (The Green Life Online)
In honor of April Fools Day, The Green Life is
proud to announce the 2012 edition of our
report on greenwashing, Dont Be Fooled.
nakahara@tcu.ac.jp 5
#1 American Natural Gas Alliance claims, in this ad, to be helping protect air, water, and land. But its pushing a dangerous new type of drilling across America, and fighting efforts to make it safer.Comment
nakahara@tcu.ac.jp 6
#4 Fiji Water claims to be carbon negative and that every drop is green. In fact, the company bottles water in Fiji, ships it across the world, and creates lots of plastic waste. These claims are greenwashing.
nakahara@tcu.ac.jp 7
Examples of international standards
As part of ISO 14000 series of environmental standards, the
International Standards Organization (ISO) set up a group of
standards to govern environmental labeling.
The ISO 14020 family covers three types of labeling
schemes:
Type I (ISO 14024): a multi-attribute label developed by a
third party
Type II (ISO 14021): a single-attribute label developed by
the producer
Type III (ISO 14025): an eco-label whose awarding is
based on a full life-cycle assessment.
Type I
Type II
Type III In addition to above standards, many other environmental
labels have been developed in electric/electronics,
constructions, food, and tourism industries.
nakahara@tcu.ac.jp 8
Examples of preventive measures/actions
Australia
Environmental Claims in Advertising
and Marketing Code by Australian
Association of National Advertisers
Japan
Environmental Labeling Guidelines Easy-
to-understand and appropriate ways of
providing environmental information by
Japans Ministry of the Environment
nakahara@tcu.ac.jp 9
Examples of preventive measures/actions
USA
Signs of Greenwashing
by TerraChoice/UL
UK
The Greenwash Guide
by Futerra Sustainability
nakahara@tcu.ac.jp 10
10 sins of Greenwashing by Futerra
Sustainability Communications in UK
1. Fluffy language: Words or terms with no clear meaning, e.g. eco-friendly
2. Green products v dirty company: Such as efficient light bulbs made in a factory which pollutes rivers
3. Suggestive pictures: Green images that indicate a (un-justified) green impact e.g. flowers blooming from exhaust pipes
4. Irrelevant claims: Emphasising one tiny green attribute when everything else is un-green
5. Best in class?: Declaring you are slightly greener than the rest, even if the rest are pretty terrible
6. Just not credible: Eco friendly cigarettes anyone? Greening a dangerous product doesnt make it safe
7. Just not credible: Eco friendly cigarettes anyone? Greening a dangerous product doesnt make it safe
8. Imaginary friends: A label that looks like third party endorsement ... except its made up
9. No proof: It could be right, but wheres the evidence?
10. Out-right lying: Totally fabricated claims or data. nakahara@tcu.ac.jp 11
7 sins of Greenwashing by TerraChoice/UL in USA
1.Sin of the hidden trade-off
2.Sin of no proof
3.Sin of vagueness
4.Sin of irrelevance
5.Sin of lesser of two evils
6.Sin of fibbing
7.Sin of worshiping false labels
nakahara@tcu.ac.jp 12
1.Sin of Fibbing:
Environmental
claims that are
simply false.
2.Sin of Vagueness:
A claim that is so
poorly defined or
broad that its real
meaning is likely to be
misunderstood by the
consumer.
3.Sin of Irrelevance:
An environmental
claim which may be
truthful but is
unimportant or
unhelpful for
consumers seeking
environmentally-
preferable products.
4. Sin of No Proof:
An environmental
claim that cannot be
substantiated by easily
accessible supporting
information or by a
reliable third-party
certification.
5. Sin of the
Hidden Trade-Off:
A claim suggesting
that a product is
green based on a
narrow set of
attributes without
attention to other
important issues.
6.Sin of Lesser of
Two Evils:
A claim that may be
true within a product
category but distracts
the consumer from the
greater environmental
impacts of the category
as a whole.
7.Sin of Worshiping
False Labels:
A product that, through
either words or images,
gives the impression
of third-party
endorsement where
no such endorsement
exists; fake labels, in
other words.
Number of
Environmental Labels
nakahara@tcu.ac.jp 20
According to Ecolabel Index
437 labels currently exist in 25 industries In 197 countries
How to Avoid Greenwashing
Comparing Eco-Labels
WARNING: Not All Environmental Claims Are Created Equal
Learn to ask about:
Validity of the standard
Standard setting process
Verification process
nakahara@tcu.ac.jp 21
Actual Status of Greenwashing USA & Canada (contd)
2010 Sins of Greenwashing research* by TerraChoice/UL found:
5,296 home and family products researched made a total of 12,061
green claims.
Over 95% of greener products committed one or more of the
seven sins of greenwashing.
Compared to past researches*, greenwashing was slightly
declining:
Although the numbers were very small, the proportion of sin-
free products was increasing at a rate that is statistically
significant.
In fact, the number of sin-free products appeared to have
doubled in each of the last two years, from approximately 1%
in 2007 to less than 2% in 2009, and to almost 4.5% in 2010
nakahara@tcu.ac.jp 22
Actual Status of Greenwashing USA & Canada
Greenwashing was also changing:
Sin of the Hidden Trade-off declined sharply from
2009 (71.3% of all products) to 2010 (27.4%).
Sin of No Proof increased from 56.4% of all
products to 70.1%, much of which was related to
BPA-free (and related) claims on toys and baby
products.
Sin of Worshiping False Labels increased from
23.3% to 30.9%.
nakahara@tcu.ac.jp 23
Actual Status of Greenwashing Taiwan(contd)
Survey conducted in August to September 2010 by Taiwan Green Purchasing Alliance
Categories surveyed: Cleaning Products, Furniture, Toys and Paper Products
Sampling: Mostly from super markets (62%) and some from on-line stores (38%)
nakahara@tcu.ac.jp 24
Actual Status of Greenwashing Taiwan
nakahara@tcu.ac.jp 25
IGPN survey on greenwashing in the Asia-
Pacific region
In the Asia-Pacific region,
where dramatic social and
economic changes are taking
place, potential negative
impacts of greenwashing are
becoming a major concern.
No research has been done in
the region (except Taiwan)
Objective: To have proper
understanding of the current
situation and issues created by
greenwashing and the
existence of many
environmental labels in the
region.
Survey period: Spring
Summer 2012
Methods: Questionnaire to
collect information from
respective GPNs. Interview
with major retailers where
possible.
Countries & Areas: Hong Kong,
Taiwan, China, Korea,
Philippines, Thailand, Malaysia,
Singapore, Vietnam, Indonesia,
India, and Japan (retailers
interview only in Japan)
nakahara@tcu.ac.jp 26
Questions asked
1. About demands for green products & Services
Demand trend Main factors of the trend Future trend
2. About availability of green products & services
Where theyre sold Types of green products &
services sold 3. About environmental labels
Actual status of type I, II and III labels Other major environmental
labels Numbers of environmental
labels Environmental literacy of
consumers
4. About awareness of green- washing
Actual status of environmental claims
Trend of environmental claims Examples of greenwashing Awareness of greenwashing Whos voicing the concern
5. About preventive measures Trends of greenwashing Guidelines or Green Claims
Codes Watchdog bodies Appropriate environmental
claims 6. Roles of Governments and Other Organisations
Actions/measures taken by government
Roles of business and government
Possible solutions
nakahara@tcu.ac.jp 27
Information found: examples of appropriate and
inappropriate environmental claims found (contd)
Product: Detergent
Advertising medium used: Package
Inappropriate environmental claim: Pro
environment, non-toxic, no pollution
Why it is Green Washing: Irrelevant, no proof nakahara@tcu.ac.jp 28
Information found: examples of appropriate and inappropriate environmental claims found (contd)
nakahara@tcu.ac.jp 29
Information found: examples of appropriate and inappropriate environmental claims found (contd)
Manufacturer: Fabindia
Source: http://www.fabindia.com/fabric-care/
Advertising medium used: Websites, pamphlets and brochures
Environmental claims: All of Fabindia's products are handcrafted using the finest natural fibers. The subtle variations in color, texture and finish are intrinsic to hand made products. The products involve crafts-based traditions of hand spinning, dying, weaving, wood block printing and embroidery. The company uses both vegetable dyes and commercial dyes with the goal of minimizing their impact on the environment while striving for the best colour properties.
nakahara@tcu.ac.jp 30
Information found: examples of appropriate and inappropriate environmental claims found
nakahara@tcu.ac.jp 31
Product: Washing-up liquid
Advertising medium used: Package Environmental claims: Meets the requirements of Green Mark label (type I label) and the national
standard CNS38000, and no use of heavy metal and
Nonylphenol
Information found: Malaysia(contd)
About demands for green products & Services
Demand for green products and services is on increase.
The main factors for the increase are: promotions by
government, media, businesses and NGOs. Awareness that it is
trendy to be 'green' or buy green, companies are using 'green'
issues to promote their products.
About availability of green products & services
Various shops sell green products, such as office and home
appliances
About environmental labels
Malaysia have SIRIM Eco Label, administered by Malaysian
Green Tech Corporation and SIRIM
Other major environmental label in Malaysia is FSC.
nakahara@tcu.ac.jp 32
Information found: Malaysia
Actual status of greenwashing and awareness
Many environmental claims exist which increased a lot in the last 5
years.
Greenwashing exist
Varying degrees of awareness exist among consumers, business
community, government organisations, etc.
Higher degree of awareness exist among environmental NGOs
Lack of understanding of the term green by most people is
leading to the situation where words green or eco are being
loosely used.
Suggestion
The ecolabelling program is very important. GPNs from Korea,
Thailand, Taiwan and Japan are playing an extremely important role
in promoting the type I labels in their countries.
nakahara@tcu.ac.jp 33
Information found: Retailers
A few major retailers in some of the countries were asked.
Very little awareness on greenwashing existed.
nakahara@tcu.ac.jp 34
Summaries and recommendations(contd)
The number of environmental labels is likely to increase
further. This could pose a threat to the credibility of the
labels.
Watchdog bodies and green claims codes are already
set up in various European countries and north America.
Demand for green products and services have
increased in all the countries surveyed, and would
continue to grow in the future. The reasons are
governments green policies, concern for global
warming, and eco-boom. Environmental claims are also
increasing in all the countries.
nakahara@tcu.ac.jp 35
Summaries and recommendations(contd)
Green products appear to be sold at various stores as
well as at shopping malls. Energy-saving products
appear to be the most widely sold green products. Other
major green products are recycled products and
organic foods.
Environmental labels, particularly type I labels, have
been developed in all the countries surveyed but the
levels of effectiveness and success are varied. The role
of type I label is seen to be highly important.
Many countries dont have the standards, guidelines or
watchdog bodies. Even if theyre set up, theyre not
utlised.
nakahara@tcu.ac.jp 36
Summaries and recommendations(contd)
Greenwashing appears to already exist in the Asia-Pacific region but the awareness is very low and not seen as a problem. While interest in sustainability and the environment grows and consumers demand for green products and services increases, the lack of understanding for the term green leads to create greenwashing. This problem applies to both purchasers and suppliers . Many cases of greenwashing are believed to be unintentional. To prevent negative impact on green growth in the Asia-Pacific region, governments, businesses,environmental NGOs, consumer groups, and consumers need to recognise the respective roles and address greenwashing in a proactive manner
nakahara@tcu.ac.jp 37
Summaries and recommendations(contd)
Encouraging and rewarding genuine efforts towards sustainable innovation is highly important. Lastly, an environmental NGO in Japan have started a project to prevent greenwashing. The aim is to build a social mechanism and to promote corporate behaviour guidelines to encourage appropriate environmental claims. It is important the outcomes of the project are disseminated through international networks and international institutions. We must take proactive actions to prevent further greenwashing in the region.
nakahara@tcu.ac.jp 38
Thank you
Prof. Hideki Nakahara
Chairman, International Green Purchasing Network(IGPN)
nakahara@tcu.ac.jp 39
Lets start examination on Green Washing!!
nakahara@tcu.ac.jp 40
(1) Displaying ingredients and materials (contd)
Example 1. Display on soap packages
We think of the environment and recycle. This is a high quality soap made with recycled cooking oil.
When displaying information on the product indicating that the environmental protection has been taken into consideration, it is necessary to ensure that general consumers can clearly understand only the surfactant, part of the cleaning ingredient, is made from recycled cooking oil.
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(1) Displaying ingredients and materials (contd) Example 2. Display on draining waste bag packages
Recycled materials used.
When displaying information such as this, it is necessary to clearly state the radio of the recycled materials used. Simply stating recycled materials used can lead to misunderstanding by general consumers that the product is made of 100% recycled materials.
nakahara@tcu.ac.jp 42
(1) Displaying ingredients and materials
Example 3. Display on cling film packages
Recyclable carton with paper saw (80% recycled paper used).
As the radio of the recycled paper used is clearly stated, the reason for displaying the information is clear.
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(2) Displaying the environmental impact is small (none) at disposal stage(contd) Example 4. Display on cling film packages
Safe cling film. Dioxin does not occur when incinerated. Environmentally friendly polyethylene product.
When displaying information such as this, the environmental protection needs to be actually effective where the product is disposed (because when disposed as household waste, it is incinerated with other wastes).
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Example 5. Display on draining waste bag packages
(2) Displaying the environmental impact is small (none) at disposal stage(contd)
Environmentalist declaration. We reduce dioxin from waste. It is a draining waste bag that suppresses the generation of dioxin when incinerated.
When displaying information such as this, it is necessary to have carried out a test on the product and the information displayed has been proved.
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(2) Displaying the environmental impact is small (none) at disposal stage(contd) Example 6. Display on synthetic laundry detergent packages
Main ingredient is of plant origin, and thus its environmentally friendly and kind to
human.
Its best for the environment and human, best for clothes and skin.
Main ingredient is naturally occurring and pure plant nature.
Cleaning ingredient is completely decomposed by bacteria in the nature, with high
biological decomposition rate, and kind to human, lakes and rivers.
It doesnt affect the environment and is a natural environmental protection product.
When displaying information such as this, it is necessary to have demonstrated that the ingredients of the product can be completely decomposed in the state of nature. Additionally, completely or best should not be used to indicate the consideration for the environment.
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(2) Displaying the environmental impact is small (none) at disposal stage(contd) Example 7. Display on shampoo bottles
Charcoal Shampoo. It is now a naturalists shampoo thats kind to the earth because, after rinsing, the purifying effect of charcoal" also serves to drainage water.
It is necessary for the manufacturer to have obtained the empirical data as the basis of the environmental claim in order to display information such as this.
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(2) Displaying the environmental impact is small (none) at disposal stage(contd) Example 8. Display on laundry detergent packages
While taking care of your skin, it demonstrates the powerful cleaning effect and quickly reverts back to the earth.
The environmental claim quickly reverts back to the earth is difficult for general consumers to understand the time it takes to completely decompose. It is necessary to show specific ingredients and figures based on the empirical data.
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(2) Displaying the environmental impact is small (none) at disposal stage(contd) Example 9. Display on dishwashing sponge packages
Made with recycled PET bottle fiber and sponge that breaks down into soil. The sponge part uses a biodegradable sponge made from corn fiber. After use, if buried in soil, it will get naturally decomposed by bacteria and broken down into soil.
It emphases that such product eventually breaks down into soil. However, unless it does so rapidly in a normal disposal condition, its environmental superiority is doubtful.
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(3) Environmental labels and displays of information in general (contd) Example 10. Display on cling film packages
(to show with the Good Design Award logo) xxxx Good Design Product Special Award Kind to the Earth Design Award
When indicating the environmental protection has been taken into consideration, it is necessary to clearly state specifically what part of the product is environmentally superior.
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(3) Environmental labels and displays of information in general Example 11. Display on draining waste bag packages
(to show with Eco Mark logo) kind to the earth above the logo to clean water below the logo
When indicating the consideration for the environment with the logo such as this and the products environmental performance attributes to only part of the product, not the whole product, it is necessary to state that information in addition to the logo.
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