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DEVELOPMARKETING
FFF
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)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
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)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
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)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
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
FINAL REPORT (PART 1. APPROACH TO THE STAKEHOLDERS)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
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.
FINAL REPORT (PART 1. APPROACH TO THE STAKEHOLDERS)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
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
FINAL REPORT (PART 1. APPROACH TO THE STAKEHOLDERS)
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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 (%)
FINAL REPORT (PART 1. APPROACH TO THE STAKEHOLDERS)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
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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.
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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.
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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:
FINAL REPORT (PART 1. APPROACH TO THE STAKEHOLDERS)
DEVELOPMENT AND IMPLEMENTATION OF A MARKETING AND PROMOTION STRATEGY FOR THE ECOLABEL IN SPAIN
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
FINAL REPORT (PART 1. APPROACH TO THE STAKEHOLDERS)
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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
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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:
FINAL REPORT (PART 1. APPROACH TO THE STAKEHOLDERS)
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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.
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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.
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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.
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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.
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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.
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• 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.
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• 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.
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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
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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.
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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.
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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.
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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.
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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%.
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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
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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
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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”.
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� 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.
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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.
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� 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.
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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)