Perceptions on LCA implementation: evidence from a survey on adopters and nonadopters in Italy

This paper introduces the results of an Italian survey on the implementation of life cycle assessment (LCA). Both LCA adopters and nonadopters were involved, in order to understand the main benefits and barriers to the adoption of LCA and how the experiences of LCA adopters differ from the expectations of nonadopters.

Approximately 2000 Italian companies were contacted and 122 companies participated in the online survey, which represent the 6.5 % of the statistical population of our study. To define the statistical population, firms that had implemented an LCA or an environmental initiative according to an official international standard were only considered. Statistically significant differences in answers between LCA adopters and nonadopters were tested by performing the Mann–Whitney test.

Companies recognize that LCA can provide useful information to drive strategic decisions and product design, and it is perceived as an opportunity to improve the current monitoring systems. In addition, companies recognize the potential of LCA in marketing, making the communication of green attributes more substantial and robust. Focusing on the barriers experienced by LCA adopters, data collection can be cited. Communication issues also pose a barrier to the further implementation of LCA. The analysis of the results and the comparison of the results for the two groups of respondents highlight that on average, the difficulties are considered as more important than the benefits and that nonadopters tend to overestimate the difficulties and underestimate the benefits connected to the implementation of LCA.

The findings shed light on LCA-related issues both for companies and public servants. The misconception of LCA by nonadopters suggests that an increased awareness is the key to the success of LCA and to its more widespread adoption by companies. It is essential to create and disseminate know-how and sensitize companies to the real barriers and benefits of adopting an LCA. The awareness of potential LCA adopters can be raised by training and education initiatives, as well as by increased possibilities to experiment with these kinds of tools (public programs for financial support, fiscal incentives). On the other hand, market and communication research would contribute to better understand how the environmental impacts of products can be more effectively communicated to clients and consumers.