Sustainable Development Behavior in the Eco-Label Business Community

Abstract

Changing market mechanisms by focusing on clean technologies and reducing the consumption of nonrenewable resources is an objective of the Europe 2020 strategy of the European Commission. Achieving this objective will require not only more restrictive legislation targeting polluting industries and technologies but also the introduction of new models of consumption oriented toward "green" products. Consumers' preferences for nonpolluting products can be enhanced by credible and persuasive marketing instruments, such as the EU Ecolabel. A survey of Romanian businesspeople found that they are aware of the environmental and economic principles underlying the use of eco-labels and are interested in implementing them.