Sustainability Meta Labelling: an effective measure to facilitate more sustainable consumption and production?

摘要: Abstract Arguably one of the most prominent measures to facilitate more Sustainable Consumption and Production has been instrument product labelling. But with a plethora labelling schemes having implemented by various actors over last decade, many now accuse them being confusing rather than facilitating. As result, governments in France, UK Germany, as well businesses such Walmart non-governmental organisations, like WWF, have begun consider seriously implementation some form ‘meta’ scheme that condenses existing labels other communication into an overarching Sustainability message. Yet so far, depth studies on potential institutionalisation Meta Labelling Scheme are missing. Drawing upon novel theoretically integrative framework combines theoretical arguments constructivist institutionalism institutional entrepreneurship concept legitimacy, this paper addresses gap exploring how notion far discussed investigating prospects for become institutionalised. Empirically, bases documentary analysis elite interviews focussed case four (EU ecolabel, EU energy label, Marine Stewardship Council Fairtrade label) Labelling. Legitimacy constructions demonstrated shown be highly dynamic oftentimes inherently conflicting. Many these conflicts thereby appear likely increase decrease scheme. In sense, study shows very issue is claimed drive establishment Scheme-the different interpretations Development through labels-might fact pose main challenges its effectiveness facilitating Production.