Eco-Labelling as a Tool of CSR: Opportunities and Threats

Abstract

Corporate Social Responsibility is a concept which, although it is developing for many years, it is constantly improved in both terms – theoretical and practical. In theory area are creating new definitions and new areas for action shots and in practice area are sought new instruments that could be used in pro-social activities. In this way, more and more expanding a set of tools that are available for socially responsible companies. In this article will be discuss the eco-labeling, which is an instrument belonging to the traditional set of activities in the framework of CSR. Eco-labeling is relatively poorly described issue in literature. In practical area, we can also find deficiencies. Analyzing the areas of corporate social responsibility calculated by ISO 26000, eco-labeling can be included into the area of the environment, fair operating practices and consumer issues. This shows how multi-dimensional issue is the use of eco-labeling. This fact creates the possibility of assessing this practices of different points of view - companies , consumers and the environment. The purpose of this article is to identify opportunities and risks associated with the use of ecolabelling as a tool of CSR. In this article the authors will show that the activity in the area of eco-labeling not only builds the image of a socially responsible company, but also translates to specific business benefits. In addition, the authors will attempt to assess the proportion of customers for products marked with eco-labeling. Analysis of the problem will be based on the available literature in the field of corporate social responsibility, marketing, sustainable development and environmental protection.Urszula Gołaszewska- Kaczan: [email protected] Kruk: [email protected] Śleszyńska-Świderska: [email protected] hab. Urszula Gołaszewska- Kaczan, prof. UwB – Faculty of Economics and Management, University of BialystokMarek Kruk, Ph.D. – Faculty of Economics and Management, University of BialystokAnna Śleszyńska-Świderska, M.A. – Faculty of Economics and Management, University of BialystokAllaire Y., Firsirotu M. 2000 Myślenie strategiczne, PWN, Warszawa.Atănăsoaie G. S. 2013 Eco-Label and its Role in the Development of Organic Products Mar-ket, “Economy Transdisciplinarity Cognition”, Vol. 16, Issue 1.Bostrom M., Klintman M. 2011 Eco-Standards, Product Labeling and Green Consumerism, Palgrave Macmillan, Basingstoke.Canadian Democracy and Corporate Accountability Commission, 2001, An Overview of Issues.Carnegie A. 1933 The Gospel of Wealth, Garden City.Carroll A. B. 1982 A Three-Dimensinal Conceptual Model of Corporate Perfomance, [in:] W. R. Allen, L. K. Bragaw, Social Forces and the Manager. Readings and Cases, John Wiley& Sons, New York (et al.).Cooper T., Ludlow M., Clift T. 2012 Examining the Role of Eco-Labels in Changing the Approach to Sustainability in the Commercial Fisheries, Greener Management Interna-tional, Issue 57.Dočekalová M., Straková J. 2011 The Influence of the Eco-Labelling on Consumer Behavior in the Czech Republic and Slovakia, “Economics and Management”, 16.Electronic document, access mode: [file:///C:/Users/Enigma/Downloads/COM_2013_196_PL_ACTE_f.pdf, retrieved: 14.10. 2014].Electronic document, access mode: [http://ec.europa.eu/public_opinion/flash/fl_367_sum_en.pdf, retrived: 11.10.2014].Electronic document, access mode: [http://ecodialog.pl/sites/default/files/discovering_iso_26000PL.pdf, retrieved: 15.10.2014].Electronic document, access mode: [http://www.26k-estimation.com/html/user_ guides_iso_26000.html#user-guides, retrieved: 15.10.2014].Electronic document, access mode: [http://www.europarl.europa.eu/RegData/docs_ autres_institutions/commission_europeenne/swd/2013/0112/COM_SWD(2013)0112_PL.pdf, retrieved; 10.10. 2014].Electronic document, access mode: [http://www.pkn.pl/iso-26000, retrieved: 15.10.2014].Electronic document, access mode: [https://www.iisd.org/business/markets/eco_label_ benefits.aspx, retrieved: 18.09.2104].Electronic document, access mode: [https://www.mos.gov.pl/g2/big/2012_11/037ac15934792054904ccafce588677c.pdf, retrieved: 16.10.2014].Gallastegui I. G. 2012 The Use of Eco-labels: A Review of the Literature, “European Environment”, No. 12.Hancock R., Korsten P., Pohle G. 2003 On Demand Business: the New AGENDA FOR Value Creation, An IBM Institute for Business Value Futures Series, [in:] P. Banaszyk, Zmienność zarządzania strategicznego przedsiębiorstwem, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań 2011.OECD 1997 Eco-Labelling: Actual Effects of Selected Programmes, Organisation For Economic Co-Operation And Development, Paris.Thogersen J. 2000 Psychological Determinants of Paying Attention to Eco-Labels in Purchase Decisions: Model Development and Multinational Validation, “Journal of Consumer Policy” 23.179-1925(77)17919