Francesco Testa

An application of Life Cycle Assessment (LCA) as a green marketing tool for agricultural products: the case of extra-virgin olive oil in Val di Cornia, Italy

In recent years, the interest in environmental issues has increased, along with the idea that consumer choices can actually improve the performance of the production system. A large number of eco-labelling schemes have been introduced, both at private and public levels. In this study, we apply a life-cycle methodology to assess the environmental impacts associated with extra-virgin olive oil production. The results of LCA were used to set the environmental requirements of a local product qualification scheme defined according to the National Protocol (QUAM – Qualità Ambientale), signed by two Italian Ministries and four Regional Governments, on the environmental qualification of cluster products. Using the three performance indicators taken from the LCA study and two input indicators, we defined a set of entry level requirements which each local producer must comply with in order to achieve the qualification.

A cluster-based approach as an effective way to implement the Environmental Compliance Assistance Programme: evidence from some good practices

Small and medium enterprises (SMEs) are to be considered a crucial target if policy makers really want to pursue sustainable development. These companies are responsible for a large share of business environmental impacts, but they show a low awareness about it and on environmental legislation. Our article aims at demonstrating how an innovative approach to environmental management, the “cluster approach”, can be an effective tool to improving the compliance of SMEs and, as a consequence, their environmental performance. The local experiences, analysed in our work, show the effectiveness of the cluster approach to strengthen the environmental competence and know-how at the local level, as well as the improvement of environmental performances of both individual SMEs and of the entire productive areas. How to develop the cluster approach and include it structurally in policy-making should be the question for future research and experimental initiatives, such as the on-going ECCELSA project.

Exploring the link between institutional pressures and environmental management systems effectiveness: An empirical study

Institutional theory has been widely debated by scholars. A part of literature examines how institutional pressures act on company choices regarding proactive environmental strategies. However, the institutional perspective has still not completely clarified the influence of these pressures on the effectiveness of environmental management systems (EMSs) in achieving goals in terms of eco-innovation, competitiveness and corporate reputation. This paper analyses the role played by coercive, mimetic and normative forces in stimulating innovative and competitive responses by firms with an environmental certification. Using the results of a survey on 242 European EMAS-registered organisations, the paper highlights the more positive influence of mimetic and normative pressures than coercive ones. The paper contributes to the literature debate on EMSs analysed through the lens of institutional theory.

Examining green public procurement using content analysis: existing difficulties for procurers and useful recommendations

Green public procurement (GPP) promises great potential for improving the environmental impact of many public organizations. However, the effects this instrument will have in the near future are unclear as there is little evidence on its exact level of engagement. This study thus aims to analyze the contents of tenders in terms of green criteria by specifically focusing on the building and construction sector. A total of 164 Italian public tenders were analyzed according to a protocol of analysis based on the GPP toolkit developed by the European Commission. Starting from a content analysis used in previous studies, a complete list of green criteria was developed in order to investigate their prevalence in the sample selected, with the aim of exploring their frequency, distribution and correlation. The results revealed a limited use of green criteria, which were mainly included as technical specifications and award criteria, thus shedding light on the difficulties that procurers are experiencing in the implementation of GPP practices. Several suggestions for policy makers and managers are identified for a better and faster implementation of green public procurement tools and methods.

The diffusion of CSR initiatives among SMEs in industrial clusters: some findings from Italian experiences

This paper shows the results of a survey carried out in two Tuscan industrial clusters and aims at analysing the adoption of corporate social responsibility (CSR) initiatives by local small- and medium-size enterprises (SMEs) in favour of employees, suppliers and consumers. In particular, we have analysed both the role of local stakeholders in stimulating the different initiatives and the issues that SMEs consider relevant for their business strategies. This study represents an innovative contribution to the research concerning the relationship between SMEs and CSR, and better defines the role played by the connections existing among local actors involved in an industrial cluster (in order to stimulate and promote CSR). Finally, the paper evaluates the types of correlations existing between the adoption of CSR initiatives and economic performance.

Environmental Management System and SMEs: EU Experience, Barriers and Perspectives

SMEs are defined as enterprises which employ less than 250 employees and which have an annual turnover not exceeding €50 million, and/or an overall balance sheet not exceeding €43 millions (European Commission 2003). There are some 23 million SMEs in the EU providing approximately 75 million jobs (66% of private employment and up to 80% in some industrial sectors such as textile, construction or furniture) (European Commission 2005) . Moreover, micro enterprises

The Effectiveness of EMAS as a Management Tool: A Key Role for the Internalization of Environmental Practices:

A very extensive academic debate is currently ongoing regarding the managerial decision to adopt an environmental management system compliant with ISO 14001 or Eco Management and Audit Scheme (EMAS), and the respective effectiveness of the two metastandards. According to the institutional theory, the adoption of metastandards is driven by the need for social legitimacy, thus generating isomorphism among firms. The few existing studies on the internalization of these standards requirements have considered only specific aspects of the management system, such as the use of operational procedures in daily practices or employee involvement. To fill this gap, we investigated the level of internalization of EMAS requirements, taking into account all the key elements of the Deming Cycle. Using data from 224 questionnaires from EMAS organizations, we tested whether EMAS adopters with a higher internalization of its requirements (a) have better environmental performance and (b) are more motivated to make environmental investments. Our results clearly show that opting for a metastandard does not necessarily lead to homogenous behaviors among adopters. However, the level of internalization of its requirements both in terms of the strategies and daily operational procedures is a key determinant in achieving a real improvement in performance.

Enhancing the Adoption of Life Cycle Assessment by Small and Medium Enterprises Grouped in an Industrial Cluster: A Case Study of the Tanning Cluster in Tuscany (Italy)

Greenhouse gas emissions from small and medium enterprises (SMEs) account for 70% of the industrial pollution in the European Union. Owing to limited economic and human resources, only a few SMEs start procedures to evaluate the environmental impact of processes and products through life cycle assessment (LCA). In this work, a cluster life cycle assessment (Cluster‐LCA) is proposed as an instrument for the diffusion and realization of LCA analysis in clustered SMEs. This methodology is illustrated with a case study in the tanning cluster in Tuscany. The different characteristics of the methodology are analyzed by identifying the intrinsic strengths, weaknesses, opportunities, and threats. The application of this methodology in a particular cluster is then discussed in order to gather some helpful insight for the application of this methodology in different clusters.

Environmental regulation and competitive performance: new evidence from a sectoral study

Economic theory provides different perspectives on the relationship between environmental regulation and company environmental and competitive performance. A frequently analysed issue refers to the impact of environmental regulation on company performance. Using qualitative data collected within the recently completed Environmental regulation and Market forces Providing Incentives for Resource Efficiency (EMPIRE) project, we analysed the relationship between environmental regulation and company competitiveness, operating in the building and construction (B&C) sector. Empirical evidence from the correlation analysis emphasises that environmental regulation can be an important driver of competitive performance improvements in relevant segments of the European B&C sector.

Strategies and approaches green advertising: an empirical analysis of the Italian context

Advertising is a key-tool for marketing communication and is able to strongly affect consumer choices. The aim of this study is to analyse the dissemination and characteristics of green advertising in Italian newspapers between 2007 and the first half of 2008. The article focuses on the identification and assessment of different ways to emphasise environmental issues in advertisement, and to qualify the different characteristics of a ‘green message’. In addition, a cluster analysis is applied on the collected data, classifying messages into four ‘categories’ that are associated with a different green communication strategy. The results show that the use of environmental information in advertising has increased quantitatively and qualitatively when compared with similar previous studies carried out in Italy. Several suggestions for the setting of a green marketing strategy clearly emerge from the analysis of our clusters.