novotec study 1st part - european...

DEVELOPMARKETING

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EUROPEAN COMMISSION

DIRECTORATE GENERALENVIRONMENT

MENT AND IMPLEMENTATION OF AAND PROMOTION STRATEGY FOR THE

ECO-LABEL IN SPAIN

IIINNNAAALLL RRREEEPPPOOORRRTTT

APRIL 2002

FINAL REPORT

DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN

GENERAL INDEX

PART 0. INTRODUCTION

PART 1. APPROACH TO STAKEHOLDERS

PART 2. PROMOTION ACTIVITIES

PART 3. EXECUTIVE SUMMARY: CONCLUSIONS/RECOMMENDATIONS

PART 4. ANNEXES

FINAL REPORT (PART 0. INTRODUCTION)


Page 1 of 2

PART 0. - INTRODUCTION

In January 2001, the European Commission awarded NOVOTEC CONSULTORES, (from hereon

NOVOTEC) a contract for the performance of a project on the “Development and implementation of a

marketing and promotion strategy for the European Eco-label for Spain”.

The objective pursued through this project has been to reinforce the tasks of the Competent

Authorities in relation to the Eco-label. In this respect, the fundamental Objective may be summarised

as being to bring the Eco-label System closer to all the agents involved, and mainly to achieve greater

proximity of the entire chain of supply potentially participating in the System: producers, distributors

and consumers.

With a view to developing promotion strategies allowing this objective to be achieved, within the

balance between cost and efficiency sought through the project, different courses of action have been

implemented, aimed at the main agents and in all cases bearing in mind the specific characteristics of

the Spanish market.

As a starting point, a preliminary diagnosis was performed. Apart from assessing the degree of

awareness of the Eco-label in Spain, the objective of this diagnosis was to allow the working team to

gain insight into the involvement, collaboration and integration of the agents, in order to determine

possible courses of action with each.

On this basis, different activities were performed depending on the target and the objectives pursued.

� Meetings with Agents (Organisations and Institutions, Business Associations, Consumer

Associations, Manufacturers, Distributors, etc.).

� Working sessions and forums oriented towards the business sector (Chambers of

Commerce, Debate Club, etc.).

� Advertising in the media

� Presentation at trade fairs and congresses

� Publishing and distribution of promotional materials

FINAL REPORT (PART 0. INTRODUCTION)


Page 2 of 2

The actions undertaken within the framework of this project have achieved various results. One of the

main achievements, however, which was not initially foreseen, has undoubtedly been the “general

mobilisation” of the parties involved. We feel that through the actions carried out the Eco-label is no

longer “unknown” in this country.

This project has managed to involve the business agents, who have become aware of the

environmental concern of the consumers, the social agents in charge of bringing the information to the

consumer and the public administrations and institutions, which see the need to promote the Eco-label

as an efficient mechanism for protection of the environment and the consumer.

FINAL REPORT (PART 1. APPROACH TO THE STAKEHOLDERS)


PART 1. – APPROACH TO THE STAKEHOLDERS

1. DIAGNOSIS OF THE SITUATION ...................................................................................................................2

1.1. PRELIMINARY ANALYSIS........................................................................................................................2

1.2. APPROACH TO THE STAKEHOLDERS ..................................................................................................6

2. STAKEHOLDERS ............................................................................................................................................7

2.1. COMPETENT BODIES..............................................................................................................................7

2.1.1. AENOR ............................................................................................................................................................ 11

2.1.2. AUTONOMOUS COMMUNITY OF MADRID.................................................................................................... 12

2.1.3. GENERALITAT CATALANA............................................................................................................................. 13

2.2. OTHER OFFICIAL ORGANISATIONS AND PUBLIC INSTITUTIONS....................................................14

2.2.1. MINISTRY OF THE ENVIRONMENT ............................................................................................................... 14

2.2.2. NATIONAL INSTITUTE FOR CONSUMPTION ................................................................................................ 15

2.2.3. COUNCIL OF CHAMBERS OF COMMERCE, INDUSTRY AND NAVIGATION................................................ 16

2.2.4. DIRECTORATE GENERAL FOR FOOD AND CONSUMPTION. COUNCIL OF ECONOMY AND

EMPLOYMENT OF THE COMMUNITY OF MADRID ....................................................................................... 17

2.3. MANUFACTURERS OF PRODUCTS AWARDED THE ECOLABEL......................................................18

2.4. DISTRIBUTORS......................................................................................................................................21

2.4.1. ANGED ............................................................................................................................................................ 21

2.4.2. LEROY MERLÍN............................................................................................................................................... 21

2.4.3. EROSKI GROUP.............................................................................................................................................. 22

2.5. CONSUMER ORGANISATIONS.............................................................................................................23

2.6. PROFESSIONAL ASSOCIATIONS AND PRIVATE COMPANIES..........................................................24



Page 2 of 30

1. DIAGNOSIS OF THE SITUATION

1.1. PRELIMINARY ANALYSIS

As an initial step aimed at identifying the situation of the European Ecological Label in Spain, an initial

analysis was carried out on various studies and previous activities that had been performed in the

country within the ECO-LABELS framework.

These studies refer to different “environmental brands” and fundamentally include the opinions of the

Spanish consumers as regards their purchasing preferences an “degree of environmental awareness”.

Furthermore, there are various publications aimed at clarifying for the consumer the meaning of the

different environmental logotypes, both national and international, that may be found on different

consumer products. The content of these publications is aimed at informing the consumer with regard

to the increasingly widespread system of environmental icons to be found on consumer products.

Within these studies there are three that warrant special attention: the 2000 and 2001 editions of the

“Estudio de Hábitos de Consumo y Medio Ambiente en España” (Study on Consumption Habits and

the Environment in Spain) and the “Influencia de los Factores Ambientales, Culturales y Sociales en la

Decisión de Compra de Bienes de Consumo” (Influence of Environmental, Cultural and Social Factors

on the Decision to Purchase Consumer Goods), the first two because they reflect the consumption

habits of Spanish society in relation to the environment, according to recent data, and the third

because it reflects a series of conclusions that have allowed us to focus the marketing strategies of

this project. The three studies have been performed with samples of the Spanish population.

The “Estudios de Hábitos de Consumo y Medio Ambiente en España” (Studies on Consumption

Habits and the Environment in Spain), published by the Foundation Entorno, Empresa y Medio

Ambiente and performed in 2000 and 2001, include highly valuable information on the opinion of

Spanish consumers and on their environmental concerns.

The following may be singled out from among their main conclusions:

• In the opinion of the interviewees, industry is mainly responsible for pollution of the atmosphere

and water, the generation of wastes, the destruction of the ozone layer, deforestation and noise

pollution.



Page 3 of 30

• People are generally willing to collaborate in improving the environment, although they would not

appear to be aware of their capacity to change things and of the effect of their behaviour as

consumers.

• These studies also reflect that the motivations that move the consumers to acquire

environmentally correct products relate more to the fact that they are considered to be of higher

prestige and quality than conventional products than to the improvement that their use might mean

to the environment.

• 78% of the interviewees claim that they would not be prepared to buy a product if they knew that

the manufacturer performed practices harmful to the environment. Nevertheless, the lack of

information and the fact that these “environmentally correct” products are not to be found at their

habitual establishments are the main reason for such products not being the first purchase option

in Spain.

• Information: The citizens argue that the environmental information they receive is scarce, with

55% of the respondents considering themselves to be little informed or not informed at all.

The demand for specific information centres mainly on the handling of hazardous products (25%),

the recycling of wastes (22%) and, in third place, information on environmentally correct products

(16%)

As regards the Sources of Information that are most used by Spanish people, the Media are

particularly important, with 82%, Friends and Relatives, with 23% and the Producer Companies

themselves, with 15%.

As regards the Degree of Credibility of these sources, the Media are once again in the first

place, with 47%, the Environmentalist Groups, with 20%, and the Public Administrations, with

23%, being second and third in terms of credibility.

47

2923

6 2 2

82

101

1523

5

0

20

40

60

80

100

Media Ecologists Groups Public Administrations Manufacturers /Companies

Friends, Relatives Sellers

Credibility (%) Information Sources (%)

SOURCE: “Hábitos de Consumo y Medio Ambiente en España”. Fundación Entorno



Page 4 of 30

Quality and price: 12% of Spanish people argue that the main problem when buying environmentally

friendly products is that they are more expensive than conventional products. The percentage of

consumers that would be willing to change to a more environmentally friendly product, if the prices

were the same, reaches almost 90%.

Acceptable price increase for environmentally friendly products

0 10 20 30 40 50 60

Personal hygienelCleaning products

BatteriesFoodstuffsTransport

DIYPaper

Household AppliancesFurniture

PlasticsEnergyTextiles

Tourism

5% 10 15 20% 25% >25

• Environmental labelling: In general, environmental quality labels are recognised by few, and

even when they are identified this does not mean that their meaning is profoundly understood.

SOURCE: “Hábitos de Consumo y Medio Ambiente en España.Fundación Entorno, Empresa y Medio Ambiente. 2000

Source: Hábitos de Consumo y Medio Ambiente en España.Fundación Entorno, Empresa y Medio Ambiente. 2000

4

10

16

5

9

2

9

19

14

21

24

1

8

27

38

14

30

4

0 5 10 15 20 25 30 35 40

Consejo de AgriculturaEcológica

AENOR Medio Ambiente

Naturaleza del Material

Ecoetiqueta Europea

Punto verde

Distintivo de Calidad de laGeneralitat

Knew the meaning Credibility (%) Knew the label (%)



Page 5 of 30

From the previous figure it may be seen that the European Ecolabel occupies the fourth position

among the best-known “ecolabels” in Spain, with 14%. Its meaning is much less known, with 5% and

also in fourth place, although curiously its degree of credibility is very high: 21% and second position.

Summaries of these two studies may be found on the website of the Fundación Entorno, Empresa y

Medio Ambiente at the following Internet address: http://www fundacionentorno.org.

The study “Influencia de los Factores Ambientales, Culturales y Sociales En la Decisión de Compra

de Bienes de Consumo” (The Influence of Environmental, Cultural and Social Factors on the

Purchasing of Consumer Goods) (Doctorate Thesis presented by Professor José V. Calomarde at the

University of Alcalá de Henares) reflects some highly interesting conclusions for the establishment of

marketing strategies adapted to the demands of Spanish society. A number of interesting extracts are

presented below:

“When applying a marketing strategy based on cultural values, the communication should

appeal to existing values. Attempts to change cultural values through communication

generally fail, ... nevertheless, when there is already a tendency to change, they contribute to

strengthening the trend.”

“…. It might be thought, therefore, that a change in cultural values in relation to environmental

considerations will lead to a change in the purchasing attitudes and behaviour of the

consumers, allowing for the use of new and differentiating arguments.”

“In Spain, a gradual change in values is occurring as regards the Environment, nature and

ecology, which might influence the change in purchasing attitudes and behaviour.”

“Given that confidence in assessing the ecological characteristics of the product is relevant as

regards the purchasing decision, it may be stated that ENVIRONMENTAL INFORMATION has

a positive influence on the purchasing decision, as long as it is backed by specialists or official

authorities, doubts arising when the information comes from advertising.”

Since his Doctorate Thesis, Professor Calomarde has published a book entitled “Marketing Ecológico”

(Ecological Marketing), which has also been consulted in preparing this work. The aforementioned

book, one of the few to be published in Spain on this subject, belongs to the Collection “Marketing

Sectorial” by the publishing company Ediciones Pirámide.



Page 6 of 30

1.2. APPROACH TO THE STAKEHOLDERS

In order to reinforce issues and check that the hypotheses used as a basis were correct, screening

interviews were performed with the different agents involved in the European Ecolabel system:

Public Administrations

Industrial Sector

Consumers

A total 100 questionnaires were sent out with different approaches depending on the respondents at

which they were aimed. Following exhaustive follow-up, the level of response was low (21% in total),

for which reason the strategy of access to the information was changed.

A telephone follow-up was carried out with the stakeholders that had been contacted, and attempts

were made to obtain information directly, in some cases through personal interviews.

This phase of the fieldwork led us to draw the following conclusions, which reinforce the initial

hypotheses:

• The Spanish consumer is almost completely unaware of the European Ecolabel.

• The industrial sector, at the level of associations and large companies, knows the system

but is not entirely convinced, possibly due to its own unawareness.

• In general, the Small and Medium-Sized Companies have no knowledge of the matter.

On some occasions we detected that they had received fairly scattered information and

were unaware of the advantages that the issue might entail. Nevertheless, they showed

interest in what they considered might be an option to increase their competitiveness on

the market.

In view of the initial results, the strategy used in approaching the Public Administrations was also

modified, and personal contacts were made with the more relevant players, as is reflected further on in

this report.



Page 7 of 30

2. STAKEHOLDERS

2.1. COMPETENT BODIES

Background

As regards the European Ecolabel, the Spanish legal framework is regulated by Real Decreto598/94, of 8th April 1994, which establishes standards for application of Reglamento 880/1992, of

23rd March, relating to a Community System for Awarding of an Ecolabel. At present, a new Real

Decreto (regulation) is expected from the Ministry of the Environment, replacing the one mentioned

above and including the new requirements of Commision Regulation 1980/2000.

According to article 148 of the Spanish Constitution, “the Autonomous Communities (Comunidades

Autónomas) are responsible for the management of environmental protection”. This means that

potentially there might be 17 organisations with competence in relation to the European Ecolabel, plus

the Ministry of the Environment itself as the organisation in charge of coordination and the balancing

of criteria. The decentralisation of responsibilities also means that each Autonomous Community

should publish its own order in order to bring into harmony with its own legislation what is reflected in

Commision Regulation 1980/2000 and in the new Real Decreto by the Ministry of the Environment,

which is pending publication.

The actual situation in Spain at present is that of the 17 possible, only 5 of the Autonomous

Communities: Madrid, Catalonia, Murcia, Cantabria and Valencia, are exercising their competence in

relation to the European Ecolabel, this meaning that they have appointed their own competent body.

To these five Competent Bodies should be added a sixth that acts as a subsidiary organisation of the

Ministry of the Environment in those Autonomous Communities that have not appointed their own

Competent Body. This subsidiary organisation is the Spanish Standards Association AENOR.

The geographical situation of the Competent Bodies appointed to date in Spain is shown in the

following figure:



Page 8 of 30

The situation as regards the existing legal framework, name, Competent Bodies appointed to date,

contact persons, etc. is shown below:

The Regional Government of Catalonia, the Generalitat de Cataluña, has appointed as its

Competent Body the Directorate General for Environmental Quality of the Department of the

Environment. by Decreto 255/1992, of 13th October, enacted by the Order of 27th April 1995.

The Regional Government of Madrid, the Autonomous Community of Madrid, in its Decreto

185/1998, of 29th October, has appointed as its Competent Body the Directorate General for

Environmental Education and Prevention (currently the Directorate General for Environmental

Education and Discipline).

The Regional Government of Valencia, the Generalitat Valenciana, in its Decreto 254/1994 of 7th

December, appointed the Directorate General for Environmental Quality of the Council for the

Environment as its Competent Body.

The Regional Government of Murcia, the Autonomous Community of Murcia, appointed the

Directorate General for Civil Defence and the Environment of the Council for the Environment,

Agriculture and Water as its Competent Body, through its Decreto 89/1996, of 22nd November.

The Regional Government of Cantabria, the Autonomous Community of Cantabria, in its Decreto

29/96 of 2nd April appointed as its Competent Body the Directorate General for Public Health and

Consumption of the Council for Health, Consumption and Social Services.

REGIONAL COMPETENT BODIES

AENORMINISTRY OF ENVIRONMENT



Page 9 of 30

Like the Ministry of the Environment, the Autonomous Communities that have appointed a Competent

Body must issue a new Decreto in order to adapt their situation to what is established in the new

Commission Regulation 1980/2000.

Data on contact persons are shown below:

COMPETENT BODIES

GENERALITAT DE CATALUNYADepartament de Medi AmbientDirecció General de Qualitat Ambiental

Avda. Diagonal, 523-525

08029 Barcelona

Tel.: 93 419 30 85

Fax.: 93 419 76 30

D. Salvador Samitier i Martí

COMUNIDAD DE MADRIDConsejería de Medio AmbienteDirección General de Educación y DisciplinaAmbientalServicio de Promoción y divulgación Ambiental

Ronda de Atocha, 17 7ª planta

28012 Madrid

Tel: 91 420 67 04

Fax: 91 580 54 18

Dña. Esperanza Gómez García

Dña. Rosario Calvo

COMUNIDAD VALENCIANADirección General de Calidad AmbientalServicio de Innovación de la Gestión Ambiental

Tel.: 96 386 37 61

Fax.: 96 386 50 85

D. Germán Rodríguez

COMUNIDAD DE MURCIAConsejería de Agricultura, Agua y Medio AmbienteSecretaría Sectorial de Agua y Medio AmbienteServicio de Calidad Ambiental

Tel: 968 22 05 56

D. Francisco Victoria Jumilla

D. Eduardo Ramos

COMUNIDAD DE CANTABRIAConsejería de Consumo

Tel: 942-20 76 89

D. Gonzalo Sánchez Moreno

AENOR Asociación Española de Normalización yCertificaciónDivisión de Certificación de ProductosProductos, servicios y ecoetiquetadoGénova, 6

28004 Madrid

Tel.: 91 432 60 09

Fax.: 91 310 46 83

D. Antón Elejabeitia Cilleruelo

D. Pablo Taboada Utrera



Page 10 of 30

As regards the actions carried out by these Competent Bodies, they were all contacted with a view to

their participating in the project. The results of the contacts varied depending on the degree of

involvement of each organisation in the European Ecolabel System. Thus, and in view of the fact that

they are already exercising responsibility for Awarding of the Ecolabel, the Generalitat Catalana and

AENOR were initially more willing to collaborate.

The Community of Madrid has been especially participative and has worked in collaboration with

NOVOTEC in promotional activities, including a new Ecolabel register entry for a paint company

product (the first label awarded by the Community of Madrid).

The rest of the Autonomous Communities: Valencia, Cantabria and Murcia, expressed their interest in

the project and offered to participate in spreading information, but did not undertake to become

involved any further in the possible organisation of working sessions, seminars, etc.

The contacts with all the Organisations were first by telephone, interviews being held subsequently

with the three most involved. The conclusions of the first meetings held are summarised below:



Page 11 of 30

2.1.1. AENOR

Interview held on Thursday 15th March 2001

Respondent: Technician from the Product Certification Division, delegated by the person responsible

for the Ecolabel at AENOR

The most relevant conclusions were as follows:

• AENOR specifically backs the Ecolabel. It is promoted as part of its activities as the organisation

in charge of certification among clients in other areas of certification.

• They feel that it would be very positive to undertake promotion initiatives aimed at manufacturers

from outside the European Union who were looking to introduce and commercialise their products

in Europe.

• Promotion for the participation of Spanish agents should be aimed more at the “manufacturer in

the street”, since the idiosyncrasies of the Spanish market mean that association and corporation

level decisions do not work in all sectors. The Spanish market is not particularly fond of “common”

decisions and is fairly individualistic.

• Advertising and promotion of the Label should be aimed at the manufacturers and consumers in

parallel, since if the market does not know it and it is not a tool boosting sales, the manufacturer

would not back it.

• Another line they consider to be particularly appropriate is the promotion of “green purchasing

criteria” by the official bodies and public organisations; these lines of promotion should be driven

from the Ministry of the Environment and the European Commission.

• They feel that it is positive that all the Competent Bodies should be joined under the guidance of

the Ministry of the Environment, which in their opinion should lead the Ecolabel Working Group.

For the establishment of this stable Forum, with participation by all the stakeholders involved, it is

necessary to assign Resources and specific budget items.

Apart from this interview, AENOR also participated in the informative session held at the Chamber of

Commerce in Bilbao.



Page 12 of 30

2.1.2. AUTONOMOUS COMMUNITY OF MADRID

Several interviews were held with the Directorate General for Environmental Promotion and Discipline

of the Council for the Environment.

Respondents: Head of the Environmental Promotion and Information Service

Technician belonging to the service

The main conclusions drawn from the initial meetings were as follows:

• The Directorate General for Environmental Education and Discipline is committed to whatever

actions might be within its power as the Competent Body in relation to the Ecolabel.

• Decreto 185/1998 is undergoing a process of modification, in view of the modifications made to

the new Regulation of the Commission.

• Furthermore, the first ecolabel has been awarded to a paint manufacturer in the Autonomous

Community.

• In recent months its participation and collaboration have been particularly active, with numerous

direct activities for promotion and diffusion of the Ecolabel System having been carried out. The

most relevant activities have been as follows:

� Publishing and distribution of 6,000 informative leaflets, aimed at Consumers in the

Community of Madrid. The design was by NOVOTEC, which also collaborated in

distribution.

� Publishing and distribution of 6,000 informative leaflets, aimed at the Industrial Sector in

the Community of Madrid. The design was by NOVOTEC, which also collaborated in

distribution.

� Sponsorship of an Ecolabel information session at the Chamber of Commerce of Madrid

� Publishing and free distribution of a European Ecolabel Manual including general

information on the system, the specific procedure for its award and ecological criteria for

each category of products. The Manual was developed by NOVOTEC.



Page 13 of 30

2.1.3. GENERALITAT CATALANA

Various aids and subsidies have been launched for controls relating to acquisition of the European

Union’s Ecolabel or the Environmental Quality Assurance Distinction of the Generalitat de Cataluña

itself (Distintivo de Garantía de Calidad Ambiental), as a way of moving industry to obtain ecolabels.

An initial telephone interview was held with the person responsible for the Ecolabel in Catalonia, and

subsequently he was visited by the NOVOTEC Environment Manager in Catalonia. Contacts were

also made with the person responsible at the Generalitat during the 15th Fundación Entorno Debate

Club meeting on Consumption and New Environmental Policies, which will be dealt with in more detail

in other areas of the report.

The main conclusions of these interviews were as follows:

• To date they have awarded various labels to manufacturers in the Catalonia area, but at present

no requests are being processed.

• Since the beginning of the ecolabel, promotion and diffusion activities have been undertaken, but

at present there are no especially significant activities scheduled.

• Recently, subsidies have been launched through the Orden of 26th March 2001 making public the

call for subsidies for the performance of tests and controls to obtain the Environmental Quality

Assurance Distinction or the Ecolabel of the European Union, with a budget of 8,000,000 de

pesetas (48,080.97 €)

In the area of Catalonia, neither the Generalitat nor the Chamber of Commerce and Industry of

Barcelona considered it to be appropriate to organise Informative Sessions aimed at industrialists,

since such activities had been performed some time ago and, in their opinion, were of little interest to

Catalonian industrialists.

As a complement to the previous information, it should be pointed out that recently the Directorate

General for the Environment of the European Commission has awarded to the consulting company

Randa Group the performance of specific activities for marketing and promotion o the European

Ecolabel in Catalonia.

As regards the other three Competent Bodies (belonging to the Autonomous Communities of

Valencia, Murcia and Cantabria), they showed some interest in the project, but the activities they

foresaw for promotion of the Ecolabel were scarce. They informed us of the lack of requests in their

territories and the low budget that they had for such subjects.



Page 14 of 30

2.2. OTHER OFFICIAL ORGANISATIONS AND PUBLIC INSTITUTIONS

2.2.1. MINISTRY OF THE ENVIRONMENT

Respondent: Technician responsible for the European Ecolabel in the Subdirectorate General for

Environmental Impact and the Prevention of Risk.

The Ministry of the Environment has been kept informed at all times of the objectives of the project,

the activities foreseen and how they have been carried out.

The activities in which the Ministry has collaborated are listed below:

• It has participated in the Informative Sessions held at the Chambers of Commerce of Madrid,

Bilbao and Zaragoza

• They are studying the possibility of assigning funds for the performance of new promotional

activities.

• The possibility of creating a “Spanish Centre for the Promotion of Sustainable Consumption” was

submitted to those responsible at the Ministry. The following would be among the objectives of

this Centre:

- Promote, channel and ensure continuation of the different initiatives being developed in

Spain in relation to Sustainable Consumption.

- Increase the involvement of the manufacturers, distributors and shopkeepers in

sustainable consumption.

- Promote and coordinate the different promotional campaigns for education, information

and increased public awareness in relation to sustainable consumption and “ecological

products”.

- Provide impulse for a policy of public purchases within the framework of sustainable

consumption. Green purchases.

For the launching of this centre it was proposed that a series of pilot projects being performed,

among them one directly relating to promotion of the ecolabel, in accordance with the directives

and conclusions derived from this project.



Page 15 of 30

It was proposed to the representatives of the Ministry that this project might be submitted to the

European LIFE Programme’s 2001 edition in order to obtain the necessary financing.

The Ministry showed great interest in the initiative, but informed us that they did not have funds

available to complement the EU financing. Attempts were made to attract this complementary

funding, but to no avail. The collaboration of the Fundación Entorno was available to lead the

initiative of creating the Centre.

As regards actions aimed at promoting the evaluation of good environmental practice in public

purchasing processes, mention should be made of the Orden of 14th October 1997 by the Ministry of

the Environment, which introduces consideration of products being put on the market with the

European Ecolabel as a criterion for evaluation of the Environmental Quality of proposals within

Supply Contracts to the Ministry.

2.2.2. NATIONAL INSTITUTE FOR CONSUMPTION

The National Institute for Consumption (INC) is an autonomous body reporting to the Ministry of

Health and Consumption, whose functions include the promotion and defence of the rights of

consumers and users. Within this Institute is the Directorate General for Information and

Documentation, whose functions include, by virtue of the General Consumer and User Defence Act

(Ley General para la Defensa de Consumidores y Usuarios), providing “correct” information to the

consumer on products and services, and education to facilitate knowledge of their use and

consumption.

Considering this institution to be a basic reference in relation to consumer information, two meetings

were held with a view to focusing possible lines for promotion of the Ecolabel and their possible

implications for the diffusion project.

Interviews held on 16th March and 24th May 2001.

Respondents: General Deputy Director of Information, Education and Arbitration

Head of the Information and Documentation Service

The main conclusions drawn from these meetings are summarised below:

• They feel that the driving force provided by the consumers is fundamental for strengthening of the

market for ecological products, since they are willing to acquire such products as long as the

information received is true and never contradictory.



Page 16 of 30

• They have carried out certain activities aimed at the consumer (publications) in relation to

environmental labels and logotypes, which they consider to be a highly important educational

effort.

• In 1998 they published the “ABC Guide to Environmental Consumption” (Guía ABC del Consumo

Medioambiental), this being warmly welcomed by and successful among the consumers and

consumer associations. This publication mentioned the Ecolabel. They commented that in the

near future they will be re-publishing this Guide, with a new specific section on the Ecolabel.

• They offered to collaborate in the future, depending on their programmes and budgets, in carrying

out awareness campaigns.

• The distribution channels they use are highly effective, since they distribute the publications to the

Organisations of the Autonomous Communities, from where they reach the Municipal

Consumption Offices throughout the entire country, these offices constituting the closest, most

accessible and most trusted doorway to the consumer.

• They were invited to participate in the Promotion Sessions at the Chambers of Commerce, but this

was not possible due to scheduling-related problems.

2.2.3. COUNCIL OF CHAMBERS OF COMMERCE, INDUSTRY AND NAVIGATION

The Council of Chambers of Commerce represents the 85 Chambers of Commerce existing in Spain

at national and international level, and is the valid go-between with the organisations of the State

Administration. It coordinates the activities of the Chambers, promotes relations between them and

draws up the position of the Chambers of Commerce before the Administration from information

transmitted by companies through the network of chambers.

Meeting held on 23rd March 2001

Respondent: Manager of the Department of Industry and the Environment

The main conclusions of this meeting are summarised below:

• Various activities relating to the European System of Ecology Labelling were launched from the

Chambers of Commerce some time ago, with little enthusiasm among the business sectors.

• The industrial sector in general does not see the Ecolabel as being a tool for improvement or for

marketing. Impulse for the system must arise as a result of demands by the consumers.



Page 17 of 30

• The respondent offered to collaborate to the extent possible. As regards the Chambers of

Commerce, he informed those responsible for Spain’s most important Chambers of our project in

order for whatever initiatives might be proposed to be accepted with the greatest possible

success.

• Contacts were made through the Council with the Chambers of Commerce of Madrid, Bilbao,

Barcelona, Valencia and Zaragoza, resulting the Informative Sessions (in Madrid, Bilbao and

Zaragoza) aimed at industrialists in the different Autonomous Communities.

2.2.4. DIRECTORATE GENERAL FOR FOOD AND CONSUMPTION. COUNCIL OF ECONOMYAND EMPLOYMENT OF THE COMMUNITY OF MADRID

Responsibility for Consumption in the Autonomous Community of Madrid falls to the Council for

Economy and Employment. For this reason, we contacted the Council in order to identify possible

stakeholders in relation to the Ecolabel.

Meeting held on 29th March 2001 at the Consumer Orientation Service

Respondents: Head of the Consumer Defence Section and Local Corporations

Head of the Information Service

The main conclusions drawn from the interview are summarised below:

• The consumer is unaware of the Ecolabel and when the logotype is known there is no knowledge

of its implications or as regards the products that might bear it.

• There are very few products with the Ecolabel, for which reason it would not be prudent to

establish mechanisms for intensive promotion.

• The Consumer Orientation Service would be willing to collaborate in diffusion of the project, in

order to speed up the market mechanisms.

• Their activities centre on providing direct, oriented information for different social groups

(housewives, young people, workshops for children, etc.). Various environment-related activities

have been carried out with these groups (food labelling, recycling of paper, wastes, etc.).

• As regards their collaboration, they were willing and left the door open for future collaboration,

although for the time being they have neither the personnel nor the budget.



Page 18 of 30

2.3. MANUFACTURERS OF PRODUCTS AWARDED THE ECOLABEL

Another of the fundamental pillars supporting the Ecolabel system is made up of the industrialists. For

this reason, it was considered essential to learn of the opinion of those manufacturers that already had

the Ecolabel for certain of their products, since they might contribute with their experience of the

system and allow efforts to be channelled towards those lines of promotion that might be of greatest

interest for spreading of the Ecolabel.

All the Spanish manufacturers were invited to participate in the project. Most undertook to make their

products available for whatever promotional campaigns might be carried out, but few considered the

possibility of collaborating more directly.

They were each contacted initially by telephone and were later sent a questionnaire aimed at gleaning

information on their experience with the Ecolabel and on the lines of promotion that, from their point of

view, the Ecolabel might best launch.

The following conclusions were drawn from the telephone contacts and the letters sent:

� The ecological criteria of the Ecolabel are much more restrictive than those of other

environmental trademarks or symbols. In this respect, they consider that the

environmental coverage is much wider than with other marks and that compliance with

them does not represent many modifications to the processes or manufacturing plants.

Nevertheless, the general opinion is that the criteria, although exhaustive, are not

sufficiently adapted to the environmental problems of the sectors in each country.

� They consider the awarding process to be correct and exhaustive, although occasionally

rather tedious and, in general, much more complex than what is involved in obtaining

other labels, this being a barrier to joining the system.

� Certain manufacturers feel that tracking the traceability of certain (non-European)

suppliers is a complex issue, this making the process of tracking the criteria more difficult.

In their opinion, it might be possible to validate the ecological criteria on samples of raw

materials and not on the supplier’s manufacturing process.

� They consider that highly important costs are involved, compared to other labels, and that

in view of the low degree of public awareness the benefits are not obvious. On a highly

competitive market, where the major sales outlets condition the prices, they feel that

levying such a high charge on products is a barrier to companies that might be interested

in the European Ecolabel in the future. (They suggest rates of around 0.02 – 0.03 %, with

a minimum of 75,000 pts. (some 450 euros), with which the Ecolabel would be much more



Page 19 of 30

accessible to the distributors and manufacturers, and thus quickly propagate on the

market.

� As regards the added value provided for sales on both the domestic and overseas

markets, the general opinion is that it is more a question of prestige than added value.

They feel that this is due to the low level of stimulus that the Ecolabel produces on the

markets due to the low level of awareness.

� Most of the manufacturers are interested in promotion activities, since they consider that

to date institutional support for promotion has been minimum or absent. The following are

among the activities that they propose:

- direct advertising aimed at the consumer,

- promotion at the level of Industrial Associations,

- a website exclusively for all firms holding the ecolabel,

- periodic information via the press (paid reports) on the advantages of products

bearing the Ecolabel.

� They also underline the need for involvement in promoting the distribution chains,

especially those most recognised for their quality and service, since in this way it would be

possible to arrive more quickly at the general public, which is the group that will really

“push” ecological products.

� In the paints and varnishes sector, the companies allege that their main clients are not the

end user but the professionals (building companies, architects, house reform firms, etc.)

and that in this sector it is not normal for environmental criteria to prevail, but rather

economic criteria and the specifications of the product.

� In the textile sector, we encounter manufacturers, and therefore also intermediaries, the

product not reaching the end consumer directly. Thus, the Ecolabel is not normally

demanded by the manufacturers, unlike OEKO-TEX, which is fully implemented and

demanded by the majority of their clients.

In their opinion, it is very important that promotional efforts be aimed at the end user as a

way of bringing pressure to bear for the industrial sector. Certain of these companies

have made minor promotional efforts among their clients, without managing to interest

them in the subject. This is because garments are manufactured from a variety of fabrics,

and they would all have to be certified in order for the garment to bear the Ecolabel.



Page 20 of 30

It should be pointed out that two of these manufacturers decided to obtain the Ecolabel

because it had been requested of them by some of their European clients. In this respect,

the intracommunity market might provide a major impulse.

� As regards paper for copying, the Ecolabel had helped to open markets in certain sectors

where they were not known, and where they currently do business because they have the

Ecolabel. The main clients are Official Organisations or Institutions that specifically look

for products bearing the Ecolabel, without entering into economic considerations. The

product in this case is not sold directly to the consumer, since it is not competitively priced

in relation to others, and furthermore they are not interested in initiating a “price war” that

might destroy their market. They are not interested in promotional campaigns aimed at

the general public since this is not the target for their business.



Page 21 of 30

2.4. DISTRIBUTORS

2.4.1. ANGED

ANGED (Asociación Nacional de Grandes y Medianas Empresas de Distribución) is the National

Association of Large and Medium-Sized Distribution Companies, which encompasses the 17 main

distributors in the country.

A presentation was made during one of the periodic meetings of the Environmental Commission. This

meeting was attended by representatives of the 6 main distribution companies: EL CORTE INGLÉS,

LEROY MERLIN, CARREFOUR, EROSKI, SABECO and ALCAMPO and by a representative of

ANGED.

The interest in the question shown by those attending was highly satisfactory; however, when the

possibility of their obtaining the Ecolabel for certain of their own brands (private labels) was

suggested, the general reaction was one of little enthusiasm. At this point they insisted that the main

milestones in the chains as regards their commercial brands consisted of achieving the products

under the best economic conditions, this generating serious limitations in relation to demands for

environmental criteria. In addition, the variability of the suppliers was constant, this meaning that it

would be very difficult to establish a systematic control of compliance with criteria.

In another area, it has been possible to determine that the sensitivity of the stores towards ecological

products is quite high, and that some of them have shelf space set aside for such products, especially

in the field of foodstuffs.

Nevertheless, their degree of involvement when it comes to undertaking promotional campaigns

aimed at promoting the Ecolabel, or to joining the system in some way, is not so clear. They would

need to see direct benefits and institutional support.

In the wake of this meeting, telephone interviews were carried out with the representatives contacted.

A response was forthcoming from one of these, Leroy Merlin, with whom promotional activities were

subsequently developed at one of the company’s Commercial Centres.

2.4.2. LEROY MERLÍN

Respondent: Paint Products Manager from the Purchasing Department.

Collaboration relations were established within the framework of the project in the wake of the meeting

at ANGED.



Page 22 of 30

During July 2001 they began to commercialise a private label enamel paint, manufactured in France.

This led them to show great interest in actively participating in the Project pilot initiative at sales

outlets, in addition to other promotional activities for their product, which they undertook by

themselves.

They commented on their intention to attempt to extend the Ecolabel to other certified Leroy Merlin

products, depending on future market studies and on the economic profitability estimated for such

actions.

2.4.3. EROSKI GROUP

Interview held on 14th March 2001 at the company’s head offices in Elorrio (Vizcaya)

Respondent: Technician responsible for the Environment.

Initially, great interest was shown in participating in the project both through promotional activities for

certified products at their premises and as regards the possibility of obtaining the Ecolabel for certain

of the company’s own products (private labels).

However, as the project advanced, the initial interest flagged, and for the time being it would appear

that none of these activities are to be undertaken.



Page 23 of 30

2.5. CONSUMER ORGANISATIONS

• Unión de Consumidores de España (UCE). Spanish Consumers Union

Respondent: Director of Institutional Relations

• Confederación de Consumidores y Usuarios (CECU). Confederation of Consumers and Users

Respondent: Chairperson

• The environmental awareness of the Spanish consumer may be described as being

“average”, the evolution having been particularly significant in recent years. However,

there is little confidence in the “ecological” information with which the public is bombarded.

• The general opinion of the Consumer Organisations is that the consumer is almost entirely

unaware of the Ecolabel, and that direct information activities are required to promote it.

• The Spanish consumer reacts in a very varying manner to the marketing stimuli received.

Certain sectors demand customised, specific information.

• It is necessary to establish lines of promotion that satisfy the need for clear and truthful

information warranting trust.

• Furthermore, it has been fairly clearly demonstrated that the Spanish consumer is

prepared to pay “a littler more” for products that imply some environmental benefit over

others of similar characteristics, but this would only stretch to a price increase of

approximately 10%.



Page 24 of 30

2.6. PROFESSIONAL ASSOCIATIONS AND PRIVATE COMPANIES

With a view to gaining insight into the involvement of the sectors that are potential targets for the

system, and on the basis of identifying new stakeholders, contacts were made with the main business

associations in those sectors that might be included in the categories of products for which ecological

criteria have been defined or are in the process.

Individual contacts were also made with a series of especially relevant companies, whose opinions are

detailed below.

The main conclusions obtained from the Business Associations contacted are summarised below.

� ASOCIACIÓN DE EMPRESAS DE DETERGENTES Y DE PRODUCTOS DE LIMPIEZA,

MANTENIMIENTO Y AFINES (ADELMA). Association of detergent, cleaning products,

maintenance and similar products companies

Given their wide knowledge of the subject, and their interest in having their opinion reflected in this

report, a meeting was held at the NOVOTEC offices on 28th May 2001.

Respondent: Director

The main conclusions of this meeting are summarised below:

• Regarding the definition of criteria, the respondent underlined the fact that some are not

technically justifiable. The criteria are not established in accordance with a rigorous Life

Cycle Analysis, but are often the result of political and sector-related conditioning factors

(limitations on certain parameters and non inclusion of others).

• There are key differences between the characteristics and habits of washing between the

different countries (habits and temperatures), these implying fundamental differences

between the products.

• All the leading multinational companies in the sector have the capacity and the technology

required to adjust to the criteria of the Ecolabel, for which reason it would lose its

exclusive nature and the strategic competitive meaning that it might contribute.

• Given the speed at which the market changes and the continuous progress made in the

sector, technological and product formulation changes occur very quickly, this implying



Page 25 of 30

continuous modification of the process and the product, which occurs more quickly than

the period of time that the concession lasts, and the very duration of the criteria.

• The Ecolabel is aimed only at manufacturing aspects, in a sector like detergents in which

the “real” environmental benefit depends to a large extent on the behaviour of the

consumer (product usage phase in the Life Cycle Analysis).

Taking the above into account, the Sector designed a “CODE OF GOOD ENVIRONMENTAL

PRACTICE FOR WASHING DETERGENTS”.

This code is an initiative accessible to the entire sector for achievement of overall

improvement to the Environment. Supported by Recommendation 98/40 of the Commission o

the European Union, of 22nd July, 1998, it responds to the needs mapped out by the washing

habits in each country, with the following objectives to be met in 2001:

- 10% reduction in the weight of detergent consumed per person

- 10% reduction in the weight of packaging material consumed per person

- 10% reduction in the “low biodegradability” organic ingredients consumed per

person

- 5% reduction in the energy consumed per wash

This implies the need for explicit and detailed information for the consumer on dosing, washing

temperature, loading recommendations, etc.

95% of the Spanish market has adhered to the Code (83.53% powder detergents and 11.23%

liquid detergents). These percentages include the in-house brands of the distribution

companies (private labels). The companies adhering to the code are listed below:

Manufacturers: 10

National: Bilore, Linasa, Marca, Persán

Multinational: Henkel, Unilever, Procter & Gamble, Reckitt-Benkiser, Amway, Yplon

Distributors: 8

National: Caprabo, Eroski, El Corte Inglés

Multinational: Carrefour, Champion, Unigro, Alcampo, Dia



Page 26 of 30

The Communication Campaign projected included the following stages:

- Inclusion of the label on all products

- Distribution of magnets for washing machines

- Informative publication (in collaboration with INC)

- Television campaign: (2000 and 2001)

- 15-second institutional advertisement

- 5-second flash in brand advertisements

- Insertion of logotype in brand advertising.

As a general conclusion on the opinion of the Detergents Sector in this country, it might be said that

interest in the Ecolabel is nor great, fundamentally due to differences of opinion regarding the

definition of environmental criteria. In the opinion of the sector, for the European Ecolabelto have

greater strength it would be necessary, when deciding on the establishment of ecological criteria, to

carry out an exhaustive analysis of the degree of acceptance among the manufacturers and to assess

future implications, since they are the main force driving the system. Analysis of the product Life

Cycle should be used as a basic reference.

� ASOCIACIÓN ESPAÑOLA DE FABRICANTES DE AZULEJOS, PAVIMENTOS Y BALDOSAS

CERÁMICAS (ASCER). Spanish association of tile, paving and ceramic flooring manufacturers.

They are well informed and consider that the Ecolabel scheme has had little impact. They underline

the fact that for implementation of the Ecolabel for a range of products the attitude of the industry is a

basic issue, since without its support the perspectives for success are low. They feel that the effective

capacity of the consumer to influence matters is equally important.

They point out that the information provided to the consumer on Ecolabel is insufficient. Only the

logotype is perceived, not what lies behind it.

In their opinion, the arrangements for application and the rates are not decisive factors. They

comment that the risk of losing the Ecolabel as a result of revision of the criteria for its award is a

highly dissuasive factor, since “not having the label is seen as being a poor note, but losing it is a

resounding failure”.



Page 27 of 30

� FEDERACIÓN DE INDUSTRIAS DEL CALZADO ESPAÑOL (FICE). Federation of spanish

footwear industries - INSTITUTO INVESTIGACIÓN DEL CALZADO (INESCOP). Footwear

research institute

They consider that the label is insufficiently known by the consumer.

They recognise that the label implies a series of advantages as regards improved brand image,

prestige for the product, a competitive edge and added value on the European market.

Nevertheless, they consider that it would imply an increase in costs and the need to modify the

production process. They do not consider the arrangements for award to be complicated.

� ASOCIACIÓN ESPAÑOLA DE FABRICANTES DE PINTURAS Y TINTAS DE IMPRIMIR

(ASEFAPI) Spanish association of paint and printing ink manufacturers

These people have wide knowledge of the question and feel that care should be taken not to produce

misleading advertising, and with the development of criteria. They consider that the sector is not

initially interested, in view of the results of a market study carried out in this respect. To this should be

added the existence of a national ecolabel (Aenor Environment).

� ASOCIACIÓN ESPAÑOLA DE INDUSTRIALES DE PLÁSTICOS (ANAIP) spanish association of

plastics industries

They consider that Spanish industry has little environmental awareness, for which reason an

ecological label would be adopted only if it implied clear fiscal, competitive advantages, etc.

On the other hand, they underline the advantage that the label would imply in terms of product

prestige and brand image, although they feel that it would also imply increased costs and greater

control by the Administration.

� MICHELIN, S.A.

The tyre manufacturers continuously innovate and move ahead of the legislation. They feel that the

use of the ecolabel logotype might distort the image of the product in relation to safety.



Page 28 of 30

They consider the process of awarding the European Ecolabel to be complicated, and feel that it

would imply many disadvantages, such as increased costs and the need to modify the production

process and the product specifications, while not implying any competitive advantage.

� PIRELLI

The Ecolabel implies an improved brand and product image and their recognition in the business

sector and among consumer organisations, although not necessarily competitive or market

advantages. Furthermore, it would imply increased costs and modifications to the production process

and product specifications.

There is heightened awareness of the problem of disused tyres, although in this respect they feel that

we are still in a context of a legal vacuum1.

� BRIDGESTONE-FIRESTONE HISPANIA, S.A.

They do not feel that the Ecolabelwould provide any advantages over the ISO 14001 environmental

management system that they have already implemented.

� ASOCIACIÓN DE PREPARADORES DE TIERRAS Y SUSTRATOS. Association of soil and

substrate preparation companies

The manufacturers are interested in the subject but have identified different disadvantages, among

them the analysis methods of accredited laboratories.

Another disadvantage in the sector is that the manufacturer charges for the raw material as a waste

recycler, and the product is distributed at low or no cost, for which reason they do not consider the

Ecolabel system to be economically feasible.

1 This claim is not altogether correct, by virtue of Spanish Law 10/98 on wastes.



Page 29 of 30

� SOL MELIÁ

As a representative of the Tourist Accommodation sector they consider the Ecolabel to be

advantageous both competitively and in terms of improved image and recognition by the business

sector and consumer organisations, although it is insufficiently known by Spanish consumers.

Nevertheless, they feel that costs might increase and that it might imply greater control by the

Administration.

� ASOCIACIÓN NACIONAL DE FABRICANTES DE ELECTRODOMÉSTICOS DE LÍNEA BLANCA

national association of household laundry appliances manufacturers

The sector is involved in continuous research in order to achieve water, energy and detergent savings,

and does not consider it interesting that criteria be established in this respect.

� ASOCIACIÓN ESPAÑOLA DE FABRICANTES DE PEQUEÑOS ELECTRODOMÉSTICOS

(FAPE). Spanish association of small household applicane manufacturers

The sector is practically in the hands of the multinationals, as a result of which decisions regarding

policy are taken by the parent company (outside Spain). The other manufacturers are small

companies with few resources and little interest in these subjects.

� CONFEMADERA

The response of the market regarding the certification of furniture is negative in 90% of cases.

� ASOCIACIÓN DE INVESTIGACIÓN DE LA INDUSTRIA TEXTIL (AITEX) Textile industry

research association

Another ecology label, OEKO-TEX, is already widely implemented in the textile sector.



Page 30 of 30

The following are other associations and representatives of the sector with whom contacts were made

but from whom no results were obtained:

� NATIONAL ASSOCIATION OF ELECTRONIC INDUSTRIES (ANIEL)

� PHILIPS

� OSRAM

� ASIMELEC MULTISECTORIAL ASSOCIATION OF SPANISH ELECTRONICS COMPANIES

� NATIONAL ASSOCIATION OF PULP, PAPER AND CARDBOARD MANUFACTURERS

(ASPAPEL)

� RESEARCH AND DEVELOPMENT ASSOCIATION OF THE FURNITURE AND SIMILAR

PRODUCTS INDUSTRY (AIDIMA)

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