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Marchi ecologici e percorsi "credibili" di sostenibilit?: uno studio sulle imprese con l?Eu Ecolabel nel territorio italiano

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  • Alessandra De Chiara

Abstract

Quali strategie di sostenibilit? sono perseguite dalle imprese che espongono sui propri prodotti marchi ecologici? A questa domanda il presente lavoro tenta di dare una risposta, focalizzando l?analisi sul comportamento delle imprese che espongono il marchio ecologico europeo "EU Ecolabel". L?Italia ? il primo paese europeo per numero di licenze ottenute, pertanto il lavoro si focalizza sulle imprese che hanno ottenuto questa licenza nel nostro territorio, effettuando un?analisi cross-sector su 109 aziende. L?autore si pone l?obiettivo di offrire un punto di vista per analizzare la credibilit? di azioni sostenibili e per individuare la presenza di concreti percorsi di sostenibilit?. Per queste finalit? si ? scelto di indagare la relazione tra marchi ecologici, strategie di corporate social responsibility (CSR) e comunicazione di CSR. Inoltre, avendo scelto di effettuare l?indagine su un marchio riconosciuto a livello internazionale, il lavoro approfondisce la relazione esistente tra l?EU Ecolabel e le strategie di sviluppo internazionale attuate dalle imprese, al fine di valutare se la scelta di questo marchio sia in qualche misura influenzata dalle opportunit? di ingresso in mercati esteri sensibili alle tematiche ambientali. Il lavoro contribuisce ad alimentare la discussione sui marchi ecologici e sul loro valore, offrendo spunti di riflessione sul comportamento desiderabile che le imprese dovrebbero assumere per rafforzare la credibilit? dei prodotti eco-label.

Suggested Citation

  • Alessandra De Chiara, 2015. "Marchi ecologici e percorsi "credibili" di sostenibilit?: uno studio sulle imprese con l?Eu Ecolabel nel territorio italiano," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 111-138.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-002007
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    References listed on IDEAS

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