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4. WATER CONSERVATION

4.1 Environmental Labelling Of Water-saving Products

Technical Description

The environmental label, or eco-label, is an environment-related identification for a product. A product bearing this type pf label has a positive identification, which, currently, is adopted by a manufacturer on a voluntary basis and which attests to the willingness of the manufacturer to comply with a series of environment-friendly guidelines and requirements. The environmental label is a market-oriented, so-called "soft policy instrument" that relies on the information and motivation, conviction and environment-conscious thinking and actions of manufacturers and consumers. Use of the label fits into the competitive marketing strategy of the manufacturer and provides an incentive to the consumer to purchase products with the best possible, environment-related properties. (A further part of this effort is to encourage the development of positive environmental properties by the manufacturer, both in terms of production and packaging.) Eco-labelling has become a widely recognized aspect of product quality. The award of the label to individual products is based on the definition of relevant product groups and related environmental criteria. A very important element in the promotion of environmental labelling is the creation of environmental awareness among the general public. Consumers must be willing to make an environment-related choice when shopping and faced with making a selection between two or more products.

One example of eco-labelling is the environmental label system implemented in the Republic of Croatia. The decision to award the Environmental Label was made by the Ministry of Civil Engineering and Environmental Protection in February 1993, by adopting the Rules on Awarding the Environmental Label. The label consists of a circle containing a stylized sketch of a bird and a fish with the inscription - "Environmentally Friendly" - in the upper part of the label and a description of the reason for the award in the lower part. In order to obtain the Environmental Label, the product has to meet specific requirements defined by criteria established for its award in various product groups. These requirements are established by competent expert institutions. The assessment of product, made by jury, takes into the consideration all environment-related aspects of the production and sale of the product, including cost-efficient use of raw materials, energy, and low waste-generating technologies. When evaluating products, all phases in the life cycle of the product (i.e., the period that includes raw materials acquisition, manufacture, packaging, sales, use and disposal) are taken into account. The duration of the award procedure is between 2 and 3 months per product, depending on a number of factors such as the degree to which the product life cycle is documented. The award is valid only for a specific period of time.

Extent of Use

The extent of use of official environmental labelling systems is still limited in the region, although national ecolabelling schemes exist in Croatia and Czech Republic. This method is more fully developed in the countries of the European Union.

Operation and Maintenance

This method is based on the free-market mechanism, wherein consumers use their buying power to strengthen the market for goods which do the least possible harm to the environment. In this case, the ecolabel can be used to promote the adoption of water-saving processes.

Level of Involvement

This technology is best implemented at the governmental level, although producer and/or consumer organizations can also adopt and promote eco-labelling schemes.

Costs

From the point of view of the decision-maker, this technology is a "non-investment". The system is self-financed, with each producer interested in obtaining the label having to pay a fixed sum.

Effectiveness of the Technology

This is a very effective method of raising consumer and manufacturer awareness, and promoting environmentally-friendly action. However, experience in the region is currently limited.

Suitability

Environmental labelling is suitable in all countries in the region with a free market economy.

Advantages

Ecolabelling provides direction to manufacturers that encourages manufacturers to account for the environmental impact of their products. In so doing, ecolabelling stimulate demand for water-saving facilities, and raises the awareness of consumers about protecting the environment.

Disadvantages

In many countries, unofficial, private systems of environmental labelling have been developed. However, in such situations, the consumer may feel confused because of variety of labelled goods and labelling systems.

Cultural Acceptability

Nowadays, people in the region are becoming more interested in searching for, and buying, eco-labelled products, the majority of which imported from countries outside of the region. This technology, therefore, is culturally acceptable and popular.

Further Development of the Technology

Further development of ecolabelling systems in the region requires preparation of a uniform series of legally-regulated labelling systems in the countries where conditions exist for doing so. Ecolabelling systems should be supported by social education and advertising, and can be extended to promote water-saving facilities and products, many of which have already obtained an environmental label.

Information Sources

Vesna Montan, Ministry of Civil Engineering and Environment Protection, Avenija Vukovar 78, 41000 Zagreb, Croatia, Tel. (385-41) 536 197, fax: (385-41) 537 203.

Jean-Jacques Lauture, European Commission, rue de la Loi, B-1049 Brussels, Belgium, Tel. (32-2) 96 8096, fax: (32-2) 29 5684.

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