Wine tourism and sustainability: new “Green Trademarks” and European rules on ecological communication as a driver for the development of environmentally friendly winery and tourism Cesare Galli1 I. Introduction. – II. The reason why intellectual property and the market are critical for sustainable growth, including in the wine industry. – III. The “Greenwashing Directive” and the centrality of correct consumer information also in relation to sustainability and ecological transition. – IV. “Green Marks” and development opportunities for an increasingly environmentally friendly tourism and wine industry The article examines the intersection of wine tourism, sustainability, and intellectual property. It explores how “Green Trademarks” and European regulations promote environmentally friendly practices within the wine and tourism industries. The text emphasises the significance of intellectual property rights in fostering sustainable growth and innovation, mainly through patents and trademarks. Additionally, it addresses concerns about misleading environmental claims and the issue of greenwashing. Keywords: Wine tourism, sustainability, green trademarks, European Union regulations, intellectual property, environmental communication, eco-friendly practices, agri-food sector, greenwashing, certification schemes. I. INTRODUCTION 1. Environmental transition is at the heart of the European Union’s recovery plan, consistent with the goals that even before the Covid-19 emergency the European Commission chaired by Ursula von der Leyen had set for itself and, what is more, with the widespread social awareness, which perceives environmental sustainability as one of the most important goals, along with health, among the DOI 10.60559/ijtthl2025-008 1 University of Parma. The author would like to express his sincere thanks to Mr. Angelo Rainone, Research Fellow, for his valuable cooperation.
RkJQdWJsaXNoZXIy MTE4NzM5Nw==