Sharing Date18 Dec, 2024
In recent years, consumers have increasingly questioned the environmental impact of products and made choices accordingly, bringing environmental sustainability to a broader audience’s agenda. This trend is expected to continue growing. At the core of this change lies not only a rise in consumer awareness but also the pioneering steps of regulatory authorities, particularly the policymakers within the European Union (EU), in the framework of sustainability. Comprehensive regulations aimed at transforming consumer habits are being outlined within the context of key documents such as the EU’s Circular Economy Action Plan (CEAP) and the Sustainable Products Initiative (SPI). These efforts target transformations across a wide spectrum, from production processes to supply chains.
The Circular Economy Action Plan (CEAP)[1]is a crucial component of the EU’s goal of achieving a carbon-neutral economy by 2050. Announced in 2020, this plan provides a strategic framework designed to control the environmental impact of products throughout their life cycle and enable consumers to make more sustainable choices. CEAP mandates the implementation of sustainability standards in resource-intensive sectors such as electronics, textiles, and construction. Its goals include extending the lifespan of products, encouraging recycling, and reducing the amount of waste generated from production to the end of a product’s lifecycle. Thus, CEAP functions not only as a roadmap for environmental benefits but also as a catalyst for economic transformation.
The policy tools and regulations developed under CEAP aim to enable consumers to make informed choices. Notably, the Directive on Empowering Consumers for the Green Transition, published in the EU’s Official Journal on March 6, 2024, mandates that the environmental values of the products be presented to consumers in accessible formats, such as on labels, websites, and in stores. EU member states have to integrate this Directive into their national legal systems until 2026. This approach ensures not only the protection of consumers right to access information but also promotes greater consumer awareness[2].
There is a need to establish certain standards for the disclosure of environmental information for products so that information is made available to the public in a simple and comparable way. In order to ensure that corporations can conduct mandatory disclosure as an advertising activity and avoid greenwashing, the EU has introduced the Green Claims Directive Proposal[3]. According to this proposal, environmental claims must be substantiated by scientific evidence and supported by life cycle analyses. This measure aims to address consumer skepticism about environmental claims and encourage companies to adopt more transparent green marketing strategies. For instance, claims such as a product being “carbon-neutral” or “natural” can only be used if backed by scientific data.
The Sustainable Products Initiative, which complements the Circular Economy Action Plan, focuses on product design and setting sustainability standards. The Eco-Design Regulation for Sustainable Products[4], a cornerstone of this initiative, introduces comprehensive rules to improve the product’s environmental performance. These rules mandate the evaluation of parameters such as repairability, durability, energy efficiency, and recyclability as environmental criteria in production processes. Additionally, it implements the concept of a digital product passport, enabling tracking of products throughout their lifecycle—from production to post-consumer use. Through this passport, consumers can access information about the materials, environmental footprint, and more. Moreover, new regulations controlling the disposal of unsold products and promoting green public procurement will make it possible to reduce resource waste and accelerate economic transformation.
The Common Rules on the Repair of Products Directive[5], prepared in line with the initiative’s objectives, introduces an innovative approach by expanding repair options for many products, especially for electronic devices. Consumers will have the right to repair their devices at reasonable costs, even after warranty expiration, and access repair services easily via online platforms[6]. This regulation aims to extend product lifespans, benefitting both individual consumer finances and the environment by reducing resource consumption. Standardizing repair processes and implementing systems like the EU Quality Standard for Repairs will create a reliable infrastructure for consumers while improving waste management.
Given its Customs Union relationship with the EU, Türkiye is directly impacted by these regulations. The EU’s innovative steps will have widespread effects on both consumers and companies. Consumers will gain the opportunity to shop more consciously in line with sustainability criteria, while companies will need to adapt numerous processes, from product design to marketing. This shift will provide competitive advantages for environmentally responsible businesses, while posing significant risks for firms unable to adapt to the transformation. To maintain access to the EU market, Turkish manufacturers must align with these changes, emphasizing digitalization, R&D, and innovation. For example, adopting digital traceability systems like blockchain technology can enhance supply chain transparency and optimize recycling processes, supporting economic transformation.
The EU’s policies on the circular economy and sustainable products signal a new era for businesses and consumers. These changes will not only provide environmental benefits but also accelerate the development of green technologies, broadening the scale of economic transformation. For Türkiye to integrate into this process, public and private sectors must collaborate. Companies should urgently achieve transition to sustainable product designs and intensify their research efforts to align with the emerging trends. Raising consumer awareness will amplify the impact of the green transition, while firm’s proactive involvement will establish a cornerstone for a sustainable economy in the future.
Footnotes:
1) European Commission, Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions, COM(2020) 98 final, Brussels, 11.03.2020. Available at: https://eur-lex.europa.eu/legal-content/EN/TXT/?qid=1583933814386&uri=COM:2020:98:FIN. Last Access Date: December 2024.
2) Official Journal of the European Union, Directive 2024/825, “Empowering Consumers For The Green Transition Through Better Protection Against Unfair Practices And Through Better Information”, 28.02.2024. Available at: https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=OJ:L_202400825. Last Access Date: October 2024.
3) European Union, Proposal for a Directive on Green Claims, 22.03.2023. Available at: https://environment.ec.europa.eu/publications/proposal-directive-green-claims_en. Last Access Date: October 2024.
4) European Commission, Regulation Number: 2024/1781, “Establishing A Framework For The Setting Of Ecodesign Requirements For Sustainable Products”, 13.06.2024. Available at: https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A32024R1781&qid=1719580391746. Last Access Date: October 2024.
5) European Commission, Regulation Number: 2024/1799, “Common Rules Promoting The Repair Of Goods”, 13.06.2024. Available at: https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A32024L1799. Last Access Date: October 2024.
6) Türkiye Esnaf Ve Sanatkarları Konfederasyonu (The Turkish Confederation of Tradesmen and Craftsmen), Number: 35002545-749-23/45, “AB Yeşil Aklamanın Önlenmesi ve Tamir Hakları Mevzuat Taslakları”, 03.04.2023. Available at: https://www.tesk.org.tr/resimler/2023045.pdf. Last Access Date: October 2024.
