throughout the European territory. The name of the facility will then be entered into the Community register of Ecolabel products and services.
Also, for the tourism sector, the criteria are always compulsory and voluntary. There are a total of 84 criteria, divided into mandatory (37) and voluntary (47), for each of which a score is set. In 2017, the European Commission updated the Ecolabel eco-criteria for tourist accommodation by means of Regulation 2017/175/EU of 25 January 2017, grouping in a single regulation the criteria for camping services and those for tourist accommodation services, to highlight the common characteristics of the two services (Environment Network)36.
The criteria are also divided by sectors: energy sector, water sector, detergents and disinfectants sector, waste sector, and other services. Mandatory criteria include:
- Criterion 1. Electricity from renewable sources: 22% of the electricity of the tourist accommodation shall come from renewable sources;
- Criterion 12. Water flow in bathrooms and toilets: Information on water saving shall be provided in the toilets;
- Criterion 27. Disposable products: Unless required by law, disposable toiletries and cups, plates, and cutlery must not be used in the rooms;
Among the voluntary criteria that give more points to the tourist accommodation we can mention:
- Criterion 50. Bioclimatic architecture (2 points): The accommodation shall be built according to principles of bioclimatic architecture;
36 Cordella, Mauro, et al. "Improving material efficiency in the life cycle of products: a review of EU Ecolabel criteria."
The International Journal of Life Cycle Assessment 25.5 (2020): 921-935.
- Criterion 62. Detergents (up to 4 points): At least 80 % by weight of hand dishwashing detergents and/or detergents for dishwashers and/or laundry detergents and/or general cleaning products used by the tourist accommodation shall have been awarded the Community eco-label or other national or regional ISO Type 1 eco-labels, 1 point for each of the four product categories;
- Criterion 80. EMAS registration (3 points) One of the main suppliers of the tourist accommodation shall be registered under EMAS;
To receive the Ecolabel, an accommodation must fulfill all mandatory criteria, and achieve a minimum score of 20 points through the voluntary criteria, and 24 points for campsites. For example, the "basic" scores are:
- 16.5 points if the campsite only offers the basic overnight service;
- 17.5 points if it offers overnight accommodation plus an additional service, such as catering;
- 18.5 points if it offers two additional services, such as meals and the possibility to use the swimming pool;
- 19.5 points if it offers three additional services;
The EU Ecolabel is not free of charge, as the costs of the label are divided into costs for the application fee (€ 500 for products and € 300 for services) and costs for using the label. For
products, the annual fee is 0.15 % of the annual sales volume of the eco-labeled product within the EU. For services, the annual fee shall be 0.15% of the annual turnover after the tax base has been reduced by 50%. Cost reductions are available for micro-enterprises, SMEs, and ISO 14001 and EMAS certified organizations. The application of the EU Ecolabel is therefore not always successful. The SWOT Analysis of the application of the label can be represented as follows:
Strengths Weaknesses Less environmental impact reduced
investment
Not always applicable, not generalizable
Opportunities Threats
Tool to compete and make a profit Large initial investment, does not ensure economic return (in the short term)
Author: Lorenzo Bellini Description: SWOT Analysis for EU Ecolabel application
The latest ISPRA data37 (31 January 2019) shows in which, currently the EU Ecolabel license in Italy are 168, for a total of 8630 products/services distributed in 18 product groups (see Figure 2).
38
Source: INSPRA
Description: Evolution Number of Products and EU Ecolabel Licences
37 https://www.isprambiente.gov.it/it/attivita/certificazioni/ecolabel-ue/materiale-informativo/grafici-e-dati/anno- 2019/31-gennaio-2019-aggiornamento-numero-prodotti-e-licenze-ecolabel-ue
38 INSPRA
Due to the expiry of the numerous licenses issued to tourist accommodations and campsites for the entry into force of the new criteria, the product group with the highest number of EU Ecolabel licenses in Italy is "paper tissue" with 38 licenses, followed by tourist accommodations with 24 licenses (see Chart 3).
2.2.2 Luxury Eco Certification Standard
39
Source: INSPRA
Description: Number of EU Ecolabel licences per product group
Sustainable Travel International (STI) is a non-profit organization and a world leader in providing sustainable travel solutions for both the tourism industry and consumers.
STI in partnership with Leading Quality Assurance, a joint venture of Leading Hotels specializing in the provision of quality assurance audits, has created the Luxury Eco Certification (LECS), a voluntary global sustainable tourism certification scheme designed exclusively for the luxury accommodation sector. This certificate is based on the results of the Triple Bottom Line where People, Enjoyment, and Profit are part of the corporate objectives40
.
The LECS helps luxury hotels create and implement a measurement and management framework in their move towards sustainability. To apply for this certificate, the hotel must meet 100
39 INSPRA
40 Chan, Wilco W. "Environmental measures for hotels' environmental management systems: ISO 14001." International Journal of Contemporary Hospitality Management (2009).
environmental criteria, which are divided into procedures and documentation, energy conservation, water-saving, recycling, and community. Upon completion of the application, applicants will be reviewed by Leading Quality Assurance. "The LECS certificate will help hoteliers to manage their facilities more efficiently and sustainably, which will most likely reduce their long-term operating costs and entice customers to use the service" (Peter Krahenbuhl, vice-president and STI co- founder).
To apply for the LECS, one has to pay a fee of around $300, which includes the self-assessment application, administration and processing fees, and the fee for conducting an assessment. The first hotel to join the LECS was The Hay-Adams, the historic Washington hotel across from the White House.
2.2.3 ICEA Eco Bio Tourism
In 2004, the Institute for Ethical and Environmental Certification (ICEA) was founded, specializing not only in food certification but also in Eco-Bio Tourism certification. In fact, Eco-Bio Tourism certifies B&Bs, farm holiday centers, hotels, campsites, and hostels that respect natural, cultural, and social resources through organic farming, the protection of ecosystems, and the preservation of biodiversity. Organic farming is the distinctive element of this certification, which is based on five thematic areas:41
1) The protection of the environment and natural resources;
2) The ecological management of accommodation facilities;
3) The promotion of local culture;
41 Pasquini, Chiara. "The Interaction between Organic Farming and Tourism: The Results of a Survey on Bio- Ecological Farms Certified by ICEA”."
4) Organic catering;
5) Sustainable mobility;
For each area, the following have been defined
- Compulsory requirements that are equivalent to the minimum requirements that must be met in order to obtain certification;
- Optional requirements that contribute to the score.
For certified accommodation facilities, the ICEA Eco Bio Tourism mark offers great visibility. In fact, the certified accommodation facility is included in the Sustainable and Responsible Tourism Map, established by the Italian Responsible Tourism Association.
2.2.6 Legambiente Tourism
Lega Ambiente was founded in 1980 and is a non-profit association, so its activities do not produce a profit for its members but serve to promote a healthier lifestyle and above all to protect and safeguard the Italian environment. The association defines its activities as scientific
environmentalism. The association defines its activities as scientific environmentalism, which means that every project in defense of the environment is based on specific scientific research.
Legambiente also proposes environmental protection activities that can be implemented with the help of citizens and other associations. Thanks to many members and the different actions in favor of the environment, the association has become one of the main environmental associations on Italian soil. In fact, in the whole peninsula, there are about 150.000 people working with
Legambiente as associates or as volunteers ready to work for the preservation of the territory.57 In 1997 the ecological label Legambiente Turismo was born as a project of Legambiente, with the aim
to allow tourism and accommodation enterprises, which adopt measures to reduce the impact of their activities on the environment, to become part of a network recognized in Italy and abroad.
The "Turismo Bellezza Natura" circuit has been created to certify and promote ecologically aware Italian hotels, agritourism and B&Bs. Legambiente Tourism's eco-label aims to create an "alliance"
between the sector's operators and local areas, to build green economy sectors through the promotion of sustainable tourism. By involving local operators and tourists in a lasting and
conscious ecological choice, tourism can become a real engine of development in a sustainable key, promoting, through a strong link with the territories and the knowledge of the places, rich holidays, as well as comfort. Whoever decides to join Legambiente Turismo does not necessarily have to have already implemented paths aimed at reducing the environmental impact but has to commit himself to following the rules of the label. The adhesion implies the payment of a contribution established considering the type of structure.42
By rules we mean, generic objectives to be achieved and specific criteria related to waste production and management, energy resource management, water resource management, gastronomy, sustainable mobility, accessibility, eco-sustainable procurement, enhancement of cultural and environmental assets, and finally environmental communication and education. The specific criteria are intended to indicate what needs to be done but do not suggest how to do it, leaving the exercise to find the best possible solution in relation to its own characteristics.
As for the EU Ecolabel, the Legambiente Turismo label brings advantages for the associates:
- The associates are present on the website www.legambienteturismo.it and can report news, events, and initiatives to be published on the social pages of Legambiente Turismo;43
- Members are given materials to communicate to the guests the commitment of the structure in defense of the environment; all materials are usually in several languages such as English, French, Spanish and German;
- Members can participate in tourism-related campaigns and initiatives of the association;
- The members can collaborate with the association both on a national level, participating in campaigns, and on a local level, collaborating with regional and local Legambiente clubs in the organization of initiatives;
42 https://www.legambienteturismo.it
43 https://www.legambiente.it/wp-content/uploads/2019/11/Bilancio-Sociale-2018.pdf
- Members collaborate with the Italian Association of Responsible Tourism, which includes Tour Operators and Travel Agencies specializing in sustainable and responsible tourism;
- Facilities in one of the districts listed in the Touring Club Blue Guide are included in the Guide free of charge;
- Members have access to goods and services offered by other companies at reduced costs.
The Legambiente label, which participates in the VISIT network of European eco-labels for ecotourism, which has 21 basic principles in common, is the most widespread in Italy.
2.2.5 The 'Greenwashing' phenomenon
Very often, companies use a deceptive practice called greenwashing to assume a 'green' reputation.
The specific word, coined in the 1990s, comes from the combination of two words: green and whitewashing, which is used in the United States to indicate actions done to "hide".
Greenwashing44 can be defined as 'façade ecological marketing', whose attempts are geared towards changing the company's reputation without really affecting the environmental sustainability of the production processes adopted or the products manufactured. In most cases, greenwashing is carried out through communication activities, not only of a commercial nature (advertising or product packaging), but also aimed at the wider public, institutions, or generally through sponsorship events. The main objective is for the company to claim environmental qualities that are not matched by concrete actions. We can remember one of the first cases of greenwashing in Italy in 1997, at the hands of SNAM, for its slogan "Methane is nature".
Or if we refer to recent cases, we cannot fail to mention the 2015 Volkswagen case. The German multinational illegally installed manipulation software designed to circumvent environmental regulations on NOx (Nitrogen Oxide) emissions on 6,000 models. This scandal has been called diesel gate and is the emblem of the greenwashing phenomenon. Since 2014, thanks to the entry into force of the Code of Self-Discipline for Commercial Communication, which examines advertising messages that include environmental claims, consumers are also legally protected.
However, greenwashing activities are not always done in bad faith, but in many cases depend on a lack of environmental management skills.
44 Hotten, Russell. "Volkswagen: The scandal explained." BBC news 10 (2015): 12.