THE EU pOLICY OF PROMOTING GREEN PURCHASES: THE ROLE OF ECOLOGICAL LABEL

The VI European Environmental Programme (2001-2010) has introduced the concept of Integrated Product Policy (IPP) that promote strategies oriented to the integration of environmental policy in the realization of an increasing improvement of environmental performance of products, during their life cycle, and the development of a green market through the cooperation between public authorities, stakeholders and consumers. In this context, an important role is plaid by Green Public Procurement (GPP) by means of it, Public Administrations, must include ecological criteria in their specifications, contributing to increase “green demand”. The involvement of the Public Administration in “green” choices is a simple and effective way of increasing green demand and, consequently, of creating market openings for the selling of green products. The Public Administration spends huge amounts of capital for their purchases every year; in Italy, this figure represents about 17% of Gross Domestic Product (GDP). This means that the Public Administration and other parties subject to the regulations on Public Procurement, are a very important category of consumers and Public Procurement is a valid opportunity for environmental protection, by tending to purchase products and services with a reduced environmental impact. The choice by the Public Administration of products with environmental sustainability characteristics, greater than those of competitors, is undoubtedly a formidable way of directing the market, not only in terms of supply, but also as regards demand. Moreover, the speculative and exaggerated use of expressions such as “green”, “ecological” or “environment friendly” have created confusion and often called to attention the ecological requirements that are lacking The aim of this paper is to analyse the role of Eco-labelling in inform clearly consumers on environmental performance of products and in facilitate Green Public Procurement.