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Consumers are increasingly making purchasing decisions based on environ- mental considerations. Such buying patterns also give signals to retailers and manufacturers that factors in addition to quality and price are important. However in order for the consumer to make an informed choice, communication with the public has to provide simple and clear information. Consumers have limited knowledge of biobased products in the market place. If the aim is to create a market-pull effect by information and specific campaigns, then brand owners and retailers are a very important target group. Such business to business (B2B) information should be based on standards and certification schemes. Meaningful information campaigns can increase consumer awareness and understanding. The challenge in communicating about biobased products is their diversity. Though they are all created at least partially from biomass or the transformation of biomass components, they fall into many product categories, ranging from pharmaceutical ingredients to consumer products, from bulk materials to chemicals. The main characteristic of biobased products is their biobased carbon or biomass content, while other important characteristics related to climate change are environmental performance and carbon footprint. The public needs simple and easy-to-recognise information such as labels. Labels are frequently used to inform consumers about characteristics of the products, options for disposal (recyclable, biodegradable), or provide a quality indicator (e.g. EU Eco-label, Nordic Swan, Blue Angel). However the efficiency of a label is limited by two factors: • First, with the multiplicity of labels and information tags on products, consumers tend to be overwhelmed by information. Thus it is important to review the efficiency and coherence of the labelling system, and evaluate the need for consumers to have labels and their actual impact on consumer behaviour. • Second, in driving a value chain towards increased sustainability, a label is only as efficient as its adoption by the market — especially if the label is not compulsory — and its recognition and understanding by consumers. Labels can be used for improving information and transparency for consumers regarding the renewable origin of products and promoting these products. However as the biobased or renewable nature of a product is not sufficient to prove its sustainability, communication to consumer should also include a range INDUSTRIAL BIOTECHNOLOGY AND CLIMATE CHANGE: OPPORTUNITIES AND CHALLENGES – © OECD 2011 25PDF Image | Industrial Biotechnology and Climate Change
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