are based on globally harmonised standards.Other-wise,the risk of market distortion, greenwashing, a lack of integrity, and,ultimately, a false low-carbon economy become real propects. The type of behavioural change and informed choices needed from consumers are not to travel less, but to choose environmentally friendly means of travel.
In most instances, governments and multi-lateral institution will be instrumental in creating awareness and providing information on best practices, especially where long and complex value chains with diverse or conflicting interests are involved. where ignorance is a barrier, market failures can often be addressed without resorting to regulation or the introduction of new incentives.This applies, for example, to some of the net negative marginal abatement cost mitigation options in the air transport cluster. One way to create such awareness is through mechanisms and procedures for collaborative decision-marketing, for example of a combined information and incentive-based approach.