PART 2.- PROMOTIONAL ACTIVITIES · nº 343, Revista Emprendedores nº 42-Marzo 2001, Revista PYME Internacional Nº38, Revista Comercio e Industria nº 26, Boletín del Reciclaje

FINAL REPORT (PART 2. PROMOTIONAL ACTIVITIES)

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

PART 2.- PROMOTIONAL ACTIVITIES

1. ADVERTISING IN THE MEDIA ...................................................................................................................................2

1.1. NEWS ON INTERNET..........................................................................................................................................2

1.2. ARTICLES IN SPECIALIST PUBLICATIONS.......................................................................................................2

1.3. TELEVISION NEWS.............................................................................................................................................3

2. TRADE FAIRS AND CONGRESSES..........................................................................................................................4

2.1. ECOMED-POLLUTEC - ENERGY AND THE ENVIRONMENT FAIR ...............................................................4

2.2. PROMA - INTERNATIONAL ENVIRONMENT FAIR ..........................................................................................4

3. WORKING SESSIONS AND FORUMS.......................................................................................................................5

3.1. OFFICIAL CHAMBER OF COMMERCE AND INDUSTRY OF MADRID..............................................................5

3.2. OFFICIAL CHAMBER OF COMMERCE, INDUSTRY AND NAVIGATION OF BILBAO.......................................7

3.3. OFFICIAL CHAMBER OF COMMERCE OF ZARAGOZA....................................................................................9

3.4. OFFICIAL CHAMBER OF COMMERCE OF TOLEDO.......................................................................................11

3.5. EDUCATIONAL SESSIONS...............................................................................................................................123.5.1. EDUCATIONAL SESSIONS AT THE COLLEGE OF INDUSTRIAL ORGANISATION..................................................12

3.5.2. EDUCATIONAL SESSIONS AT THE COMILLAS POLYTECHNIC UNIVERSITY ........................................................12

4. PUBLISHING OF PROMOTIONAL MATERIALS ......................................................................................................13

4.1. DESIGN, PUBLISHING AND DISTRIBUTION OF INFORMATIVE LEAFLETS .................................................13

4.2. DESIGN, PUBLISHING AND DISTRIBUTION OF A PROMOTIONAL POSTER ...............................................13

4.3. PROMOTIONAL FLAG.......................................................................................................................................14

4.4. GUIDE-MANUAL ON APPLICATION OF THE EUROPEAN ECOLABEL ..........................................................14

5. DISTRIBUTION OF PROMOTIONAL MATERIALS...................................................................................................15

6. PILOT CAMPAIGN AT LEROY MERLÍN...................................................................................................................18

7. DEBATE CLUB - FUNDACIÓN ENTORNO ..............................................................................................................26CONSUMPTION AND NEW ENVIRONMENTAL POLICIES ..................................................................................................26



Page 2 of 27

1. ADVERTISING IN THE MEDIA

1.1. NEWS ON INTERNET

At the beginning of the project, in January 2001, PRESS RELEASES were published in various

Internet News Forums (“Intec Urbe digital. nº 536” , “Proyectos Químicos digital. nº 343”). These web

publications are very widely read in the professional sectors and the number of subscribers in Spain is

very high, this constituting a fast means of spreading news that is much valued by the professionals.

Communications were received from some people interested in receiving more information on the

project (ASPAPEL, University of Barcelona).

1.2. ARTICLES IN SPECIALIST PUBLICATIONS

In March 2001 an article was published in “Revista Emprendedores nº 42”. This nationally distributed

publication is aimed at the Economics and Business sectors and has a circulation of 146,000 copies.

In May 2001, Aenor published an article in “Revista PYME Internacional nº 38”, a publication that is

put out by the Madrid Institute for Development in collaboration with Euro-Info-Centro.

Coinciding with the Working Session at the Chamber of Madrid, an article was published in the June

2001 edition of “Comercio Industria nº 26”, an official publication by the Chamber of Commerce and

Industry that is distributed to all the companies in the Madrid area that belong to the Camber.

In July, “Boletín del Reciclaje nº 5, a periodic publication by the Centre for Recycled Products, which

reports to the Council of the Environment of the Community of Madrid, published an article on the

advantages of Ecolabel implementation.

See Annex I: “Articles in Specialist Publications: Intec Urbe digital. nº 536, Proyectos Químicos digital.

nº 343, Revista Emprendedores nº 42-Marzo 2001, Revista PYME Internacional Nº38,

Revista Comercio e Industria nº 26, Boletín del Reciclaje nº 5”



Page 3 of 27

1.3. TELEVISION NEWS

Various television reports were broadcast as a result of the activities carried out at the Club Debate:

� TELEVISIÓN ESPAÑOLA. NINE O’CLOCK NEWS

The news bulletin issued on Sunday 11th November included a 60-second report on

sustainable consumption, with a short interview on the ECOLABEL with Mr. Fernando

Arteche, Director of the NOVOTEC Environmental Division.

� EXPANSIÓN TELEVISIÓN

Informative report including presentation of the main conclusions if the Debate Club’s

session on “Consumption and New Environmental Policies”.

� LOCALIA TELEVISIÓN

News programme including presentation of the main conclusions if the Debate Club’s

session on “Consumption and New Environmental Policies”.



Page 4 of 27

2. TRADE FAIRS AND CONGRESSES

Taking advantage of NOVOTEC’s participation in International Fairs organised in Spain, Ecolabel

promotion activities were carried out from the NOVOTEC stands.

Given that these Trade Fairs occurred practically at the beginning of the project, advantage was taken

to perform initial surveys and prepare in-house designed material for diffusion, since no promotional

material had yet been received from Brussels (infokits, leaflets, pins and tee shirts)

The Ecolabel promotion performed was based on direct information provided y the NOVOTEC

personnel to visitors to the stand. They were also given the material we had prepared for this

purpose.

2.1. ECOMED-POLLUTEC - ENERGY AND THE ENVIRONMENT FAIR

Barcelona, 7th to 10th February 2001

Num of exhibitors: 785 (representing 27 countries)

Num of Visitors: 20,002

See Annex II “ECOMED-POLLUTEC”

2.2. PROMA - INTERNATIONAL ENVIRONMENT FAIR

Bilbao, 27th February to 3rd March 2001

Num of exhibitors: 250 (total 417 firms)

Num of Visitors: 7,466

See Annex III “PROMA”



Page 5 of 27

3. WORKING SESSIONS AND FORUMS

3.1. OFFICIAL CHAMBER OF COMMERCE AND INDUSTRY OF MADRID

TECHNICAL SESSION on “Ecological Marketing, the European Ecology Label”

Date: Madrid, 25th April 2001

Organised by: Official Chamber of Commerce and Industry of Madrid

Sponsored by: Council of the Environment of the Community of Madrid.

Business Confederation of Madrid CEIM-CEOE.

25th APRIL 2001

PRESENTATION

D. LUIS PEIRÓ MONTIEL

Chairman of the Energy and the Environment Commission

Official Chamber of Commerce and Industry of Madrid.

D. FRANCISCO FLUXÁ CEVA

Chairman of the CEIM Industry and the Environment Commission

D. LUIS HERNÁNDEZ MARTÍN

Director General for Environmental Education and Discipline

Council for the Environment of the Community of Madrid

MODIFICATIONS TO REGULATIONS ON ECOLABELLING

DÑA. ANA RODRÍGUEZ ROLDÁN

Sub-Directorate General for Environmental Impact and Prevention of Risk

Ministry of the Environment

THE ECOLABEL IN THE COMMUNITY OF MADRID

D. ROBERTO RODRÍGUEZ-SOLANO SUÁREZ

Coordinator of the Directorate General for Environmental Education and Discipline

Council for the Environment of the Community of Madrid

ECOLABEL PROMOTION INITIATIVES

D. JUAN GROS ESTER

NOVOTEC CONSULTORES, S.A.



Page 6 of 27

ENVIRONMENTAL COSTS TO THE COMPANY AND THEIR PROFITISATION

Moderator: D. JUAN MANUEL CABREJAS PORTILLO

Vice-Chairman of the CEIM Industry and the Environment Commission

DÑA. ROSA ARCE RUIZ

Director of Environmental Management. Industrial Organisation Business School – EOI.

ECOLOGICAL MARKETING

D. JOSÉ V. CALOMARDE

Professor of the Department of Business Studies

University of Alcalá de Henares.

ECOEFFICIENCY. TOOLS FOR PRODUCT LIFE CYCLE ANALYSIS

DÑA. RAQUEL ARANGUREN DÍEZ

Fundación Entorno, Empresa y Medio Ambiente.

EXPERIENCES

D. FERNANDO GARCÍA MONTALBO

Sustainable Designs

D. VICENTE PRADA GÓMEZ

Landecolor, S.A.

DISCUSSION

Attending: 58

Diffusion: Publishing of Leaflets distributed by mail to companies in the Community of Madrid

See Annex IV: Working Session at the Chamber of Commerce of Madrid



Page 7 of 27

3.2. OFFICIAL CHAMBER OF COMMERCE, INDUSTRY AND NAVIGATION OF BILBAO

TECHNICAL SESSIONS on “Ecodesign, Ecological Marketing and the European Ecolabel”.

Date: 3rd July 2001

Organised by: Official Chamber of Commerce, Industry and Navigation of Bilbao andNOVOTEC

Sponsored by: Official Chamber of Commerce of Bilbao and NOVOTEC

3rd JULY 2001

PRESENTATION

D. IGNACIO Mª ECHEBERRÍA MONTEBERRÍA

Chairman of the Chamber of Commerce, Industry and Navigation of Bilbao.

SITUATION OF ECODESIGN IN THE AUTONOMOUS COMMUNITY OF THE BASQUE COUNTRY

EXPERIENCES AND FUTURE TRENDS

D. JOSÉ MARÍA FERNÁNDEZ

IHOBE

THE EUROPEAN ECOLABEL: THE EUROPEAN REGULATION




PROCEDURE FOR AWARDING OF THE EUROPEAN ECOLABEL

D. PABLO TABOADA

AENOR. Product Certification Division

EUROPEAN ECOLABEL PROMOTION INITIATIVES

D. JUAN GROS




Professor at the Department of Business Studies




Page 8 of 27

THE POINT OF VIEW OF THE CONSUMER

D. CARLOS ARNÁIZ

Representative for the Environment

Spanish Consumers Union. UCE

DISCUSSION AND CLOSE

D. NICOLÁS GAMINDE

Member of the Chamber of Commerce, Industry and Navigation of Bilbao.

Representative of ACLIMA.

Attending: 77

Diffusion:

• Publication of 3 advertisements – call in the press with the largest circulation in the Basque

Country.

Daily newspaper El Correo Español (126,900 copies)

Daily newspaper Deia (49,000 copies)

Daily newspaper El Mundo (14,505 copies)

• Personalised letters signed by D. José de la Rosa, Assistant Director General of the Chamber of

Commerce, to 800 companies in the Autonomous Community of the Basque Country.

Direct costs chargeable to the project:

- Call in the Press: 901.52 € (150,000 pts)

- Travel expenses of participants: 811.13 € (134,960 pts)

- Hospitality costs (meals): 424.01 € (70,550 pts)

See Annex V: Session at the Chamber of Commerce of Bilbao



Page 9 of 27

3.3. OFFICIAL CHAMBER OF COMMERCE OF ZARAGOZA

TECHNICAL SESSION on “The European Ecolabel. A Marketing Instrument”.

Date: 15th November 2001

Organised by: Official Chamber of Commerce of Zaragoza and NOVOTEC

Sponsored by: Official Chamber of Commerce of Zaragoza and NOVOTEC

15th NOVEMBER 2001

OPENING OF THE SESSION

D. JAVIER RICO GAMBARTE

Chairman of the Chamber

INTRODUCTION TO THE SUBJECT

D. ADOLFO RUIZ ARBE

Director of the Department of Economy and Industry of the Chamber

THE EUROPEAN ECOLABEL: THE EUROPEAN REGULATION




EUROPEAN ECOLABEL PROMOTION INITIATIVES

D. JUAN GROS

Manager of Studies and Public Administration




Professor at the Department of Business Studies


ECODESIGN

D. JOAN RIERADEVALL

Professor of Ecodesign at ELISAVA (UPF) and

of the Department of Chemical Engineering (UAB)

SUMMARY AND CONCLUSIONS. DISCUSSION

D. ADOLFO RUIZ ARBE

Director of the Department of Economy and Industry of the Chamber



Page 10 of 27

Attending: 40

Diffusion:

• Publication of 3 advertisements – call in the press with the greatest circulation in ARAGON.

Heraldo de Aragón (62,500 copies)

� 12th December 2001


El Periódico de Aragón (14,700 copies)


• Mailing by D. Adolfo Ruiz Arbe, Director of the Department of Economy and Industry of the

Chamber to companies in the Autonomous Community affected by the Ecolabel.

See Annex VI: Session at the Chamber of Commerce of Zaragoza


- Travel expenses of participants: 991.27 € (164,933 pts)



Page 11 of 27

3.4. OFFICIAL CHAMBER OF COMMERCE OF TOLEDO

SUBJECT-SPECIFIC SESSION on “European Ecolabelling. Current Situation and Perspectivesfor the future”. Within the Series of Subject Specific Sessions on Quality, the Environment and the

Prevention of Occupational Risk.

Date 15th November 2001

Organised by: Official Chamber of Commerce of Toledo

Sponsored by: Official Chamber of Commerce of Toledo

Council of Communities of Castilla-La Mancha

Euro-Info-Centre

Participant: Fernando Arteche

Director of the Environmental Division of NOVOTEC Consultores

See Annex VII: Session at the Chamber of Commerce of Toledo



Page 12 of 27

3.5. EDUCATIONAL SESSIONS

3.5.1. EDUCATIONAL SESSIONS AT THE COLLEGE OF INDUSTRIAL ORGANISATION

• Master in Business Administration (MBA) at the Industrial Organisation Business School (EOI)

in Seville.

Date: 5th April 2001.

Duration of the Seminar 2 hours

Delivered by: NOVOTEC

• Master in Legal, Economic and Social Organisation of the Environment (MOJESMA) at the

Industrial Organisation Business School (EOI) in Seville.

Date: 23rd April 2001.

Duration of Seminar: 5 hours


3.5.2. EDUCATIONAL SESSIONS AT THE COMILLAS POLYTECHNIC UNIVERSITY

• Programme within the Course for Technicians in Environmental Management

Date: 9th May 2001 and another scheduled for May 2002

Duration of Seminar: 5 hours




Page 13 of 27

4. PUBLISHING OF PROMOTIONAL MATERIALS

4.1. DESIGN, PUBLISHING AND DISTRIBUTION OF INFORMATIVE LEAFLETS

NOVOTEC has collaborated actively with the Environmental Promotion and Information Service of the

Community of Madrid in the design, publishing and distribution of informative leaflets in the

Community of Madrid.

• Informative Leaflets aimed at the Consumer “THE EUROPEAN ECOLOGY LABEL,

THE INTELLIGENT PURCHASE”

6,000 copies (2001) + 6,000 copies (2002)

• Informative Leaflets aimed at the Business Sector “THE EUROPEAN ECOLOGY

LABEL, IMPROVE YOUR BRAND IMAGE”

6,000 copies (2001) + 6,000 copies (2002)

See Annex VIII: Informative leaflets in the Community of Madrid

4.2. DESIGN, PUBLISHING AND DISTRIBUTION OF A PROMOTIONAL POSTER

A promotional poster was designed, published and distributed with a view to its reflecting the image of

the project within the promotional campaigns carried out. It was distributed by mailing to Companies

and Official Organisations.

Circulation: 1,000 copies

Direct costs chargeable to the project: 444.75 € (74,000 pts)

See Annex IX: Promotional Poster



Page 14 of 27

4.3. PROMOTIONAL FLAG

A large (0.8 x 2.0 m) transportable poster – flag – was designed and published. Along with its

transport structure (tripod), it has served as an announcement for events and sessions, since it is not

fixed and may easily be transported from one site to another.

Direct costs chargeable to the project: 383.45 € (63,800 pts)

See Annex X: Promotional Flag

4.4. GUIDE-MANUAL ON APPLICATION OF THE EUROPEAN ECOLABEL

With additional financing from the Council of the Environment of the Community of Madrid, and

therefore complementary to that received from the European Commission, NOVOTEC is preparing for

the aforementioned Council a Guide explaining the European Ecolabel System, for promotion of the

label in the Autonomous Community of Madrid. This Guide will be published and distributed via the

Council’s Environmental Promotion and Information Service to companies in the Madrid area, and will

also be available to members of the general public requesting it.

Foreseen date of publishing and distribution: May 2002

See Annex XI: Draft Manual on Application of the European Ecolabel by the Council for the

Environment of the Community of Madrid.



Page 15 of 27

5. DISTRIBUTION OF PROMOTIONAL MATERIALS

The following promotional materials have been distributed by mail and/or private courier services:

✔ Published by the European Union: infokits, posters, leaflets and tee shirts.

✔ Published by the Council for the Environment of the Community of Madrid: informative leaflets

aimed at the Consumer “Ecological Purchasing. the Intelligent Purchase”, and the business

sector “A Commitment to the Environment”.

All this material has been distributed to the following institutions, associations and companies for

distribution among the stakeholders (associate companies, consumers, etc.):

� Directorate General for Food and Consumption of the Community of Madrid

� Council for the Environment of the Community of Madrid

� Council of Chambers of Commerce

� Chamber of Commerce of Madrid

� Chamber of Commerce of Zaragoza

� Chamber of Commerce of Bilbao

� National Institute for Consumption

� 16 Consumer Associations

� 34 Municipal Consumption Services in the Community of Madrid (OMIC)

� Business Confederation of Madrid (CEIM)

� Environmental Consulting Service of the Chamber of Commerce of Madrid (FUNGESMA)

� Business associations and representative companies belonging to sectors for which there are

European Ecolabel awarding criteria or for which such criteria are being developed:

- Spanish Association of Paint and Printing Ink Manufacturers (ASEFAPI)

- Textile Industry Research Association (AITEX)

- Federation of Spanish Footwear Industries (FICE)



Page 16 of 27

- National Association of Household Laundry Appliance Manufacturers (ANFEL)

- Association of detergent, cleaning, maintenance and similar product companies

(ADELMA)

- National Association of Pulp, Paper and Cardboard Manufacturers (ASPAPEL)

- National Association of Electronic Industries (ANIEL)

- Association of Soil and Substrate Preparation Companies

- Spanish Association of Small Household Appliance Manufacturers (FAPE)

- Research and Development Association of the Furniture and Similar Product

Industry (AIDIMA)

- Spanish Confederation of Wood Industries (CONFEMADERA)

- Spanish Association of Plastics Industries (ANAIP)

- Multisectorial Association Spanish Electronics Companies (ASIMELEC)

- Spanish Association of Tile, Paving and Ceramic Flooring Manufacturers

(ASCER)

- PHILIPS (representing the light bulb and small household appliances

manufacturing sectors)

- OSRAM (representing the light bulb manufacturing sector)

- FIRESTONE. MICHELIN and PIRELLI (representing the tyre manufacturing

sector)

- SOL-MELIÁ (representing the tourist accommodation sector)

� National Association of Medium-Sized and Large Distribution Companies (ANGED)

� Distributing companies: EL CORTE INGLÉS, LEROY MERLIN, CARREFOUR, EROSKI,

SABECO AND ALCAMPO.

� 12 Spanish Companies with products bearing the European Ecolabel.



Page 17 of 27

� 7 Companies in the paints sector with products bearing the AENOR Environment label (There

are no criteria for the awarding of this label for any other sector common to the European

Ecolabel).

� 26 Town Councils in the Community of Madrid, for distribution to the members of the public.

� Competent Bodies for awarding of the European Ecolabel:

- Directorate General for Environmental Quality of the Generalitat Valenciana

- Consumption Service of the Regional Government of Cantabria

- Council for Agriculture, Water and the Environment. Environmental Quality Service of the

Community of Murcia.

� Clients of the NOVOTEC Environmental Division with business addresses in Madrid (253

companies in all sectors).

As a result of this mailing, certain companies and associations have shown interest and have

requested additional information, along with informative material for distribution among their

associates:

� Spanish Confederation of Consumers and Users (CECU)

� Environmental Quality Service of the Community of Murcia (Competent Body).

� Business Confederation of Madrid (CEIM)

� Town Council of Arganda del Rey (Madrid)

� Textile Industry Research Association (AITEX)

� National Association of Pulp, Paper and Cardboard Manufacturers (ASPAPEL)

� Chamber of Commerce of Zaragoza

� Industrias PROA (Manufacturer of paints with the European Ecolabel)

� Industrias TITAN (Manufacturer of paints with the AENOR Environment label)

Direct costs chargeable to the project: 858.05 € (142,767 pts.)

See Annex XII: Distribution of promotional materials



Page 18 of 27

6. PILOT CAMPAIGN AT LEROY MERLÍN

The decision was taken to carry out this Pilot Campaign at Leroy Merlin, since this company, a

specialist in the distribution and sale of DIY materials, was beginning to import from France a paint,

with its own private label, which bore the European Ecolabel. Specifically, it was a Single-Coat Matte

Enamel.

The idea was to carry out a survey among consumers who wanted to buy a paint for interiors in order

to learn whether they knew the Ecolabel, what would lead them to acquire a more environmentally-

friendly product, etc. All the questions would be asked when the consumer was selecting the product

and purchase in question. The process was performed as detailed below.

MARKETING STRATEGY:

The pilot campaign was performed at a Leroy Merlin Sales Outlet in Alcorcón, where a stand was

installed with paints for interiors, among them the Leroy Merlin product.

Campaign: Friday 27th and Saturday 28th July 2001

Location of the Sales Outlet: Alcorcón. Alcorcón is a town with 150,000 inhabitants in the

south west of the metropolitan area of Madrid, just 12 kilometres from the capital. Its

population is made up of a diversity of social classes and it is one of the municipal areas with

the greatest industrial presence. The area of influence of the Sales Outlet also covers a large

part of the south of Madrid.

The consumer information strategy focused on clients going to the shelves to buy this type of

product.

- General information was provided on the European Ecolabel System, what it was about,

its implications and the logotype.

- Direct, specific information was provided on the environmental advantages offered by a

paint for interiors bearing the European Ecolabel, underlining what the Life Cycle Analysis

was for this type of products and the ecological criteria that it had met for awarding of the

label.

- A survey was performed to learn of the opinion of the consumer and his/her purchasing

preferences, this serving to deduce experimentally his/her Purchasing Attitudes and

Behaviour.



Page 19 of 27

- The respondents were given various promotional materials from both the European

Commission and prepared in house.


Given that at that time insufficient material was available, NOVOTEC prepared 300 “DIY” leaflets of its

own.

- Publishing of 300 leaflets on “DIY”, in addition to the promotional material from the

European Commission: 252 € (45,000 pts.)

Resources:

- “Table-stand” for information exhibition

- Promotional posters at the point of sale and the entrance to the Sales Outlet.

- Flag

- Promotional material

2-page DIY leaflets: 300

Infokits: 100

EU Pins

EU Bags

Personnel:

- Consultants from the NOVOTEC Environmental Division. It was considered essential that

the personnel participating in the campaign should be Specialist Environmental

Technicians, such that the information provided to the Consumer be in keeping with the

objectives of the campaign.

See Annex XIII: Pilot Campaign – Leroy Merlin



Page 20 of 27

RESULTS OF THE CAMPAIGN:

No OF INTERVIEWS PERFORMED: 60

A total 60 interviews were held, 32 with women and 28 with men.

The results obtained are shown below:

Question: What criteria do you apply when buying certain products? Rank from 1 to 5 (1 = firstplace).

✒ Ecological Criteria ✒ Confidence in Brand ✒ Special Offers

✒ Quality of Product ✒ Price

The results of the survey are shown in the following figure:

53%

30%25%

27%

20%

37%

0%

10%

20%

30%

40%

50%

60%

1 2 3 4 5Ecological Criteria Confidence in Bran Quality of Product Price Special offers



Page 21 of 27

As may be appreciated in the previous graph, the main reason underlying purchases, with 53%, is the

quality of the product. Among the most often mentioned in second place are the price and the brand.

Of those mentioned in third place, on the scale of values of the interviewees, are the price and

ecological criteria. The fourth motive for purchasing is clearly environmental criteria, with 25% of the

respondents, while promotions and/or special offers appear in last position.

Question: Which of the following motives would lead you to buy ecological products?

✒ Quality/prestige ofthe product

✒ Image ✒ Active contribution toenvironmentalprotection

✒ Health benefits

✒ Availability athabitual shoppingcentre

✒ Price ✒ Confidence inenvironmentalcharacteristics

✒ Recommendationsby friends

The results of the survey were as follows:

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Qual i ty / Pr estigeof teh pr oduct

Image Active contr i butionto the

envi r onmentalpr otection

Heal ths benef i ts Avai labl i l i ty athabi tual shopping

center

Pr ice Conf idence inenvi r onmental

char acter isti cs

Recomendations byf r i ends

Y ES NO



Page 22 of 27

The main conclusions that may be drawn from the previous replies are that the consumers would buy

ecological products if they maintained their quality, if health benefits were identified and if their

environmental advantages were real, in other words if they actually contributed to protecting the

environment. They would also purchase more environmentally friendly products if they were not much

more expensive and if they were available at their normal shopping centres. The interviewees did not

concede much importance to recommendations from friends and they would not be led to buy such

products if they suspected that the promotion were simply an image operation.

Question: Do you normally read the ecological information on the products you consume?


¿D o yo u read with interest the eco lo gical info rmat io n o f the

pro ducts yo u co nsume?

Yes No

As may be observed in the previous figure, the majority of the interviewees do pay attention to the

environmental information included on the products they consume.



Page 23 of 27

Questions:

✒ Have you ever seen the EuropeanEcolabel before?

✒ Do you know any other voluntaryecolabels?


0%

10%

20%

30%

40%

50%

60%

70%

80%

Have you ever seen the EuropealEco-Label before?

Do you know any other similarvoluntary eco-labels?

Yesno

As may be appreciated, non-awareness of the Ecolabel was very widespread among the respondents.

A slightly higher percentage claimed. however, to know other voluntary ecolabels.



Page 24 of 27

Questions:

✒ Does the information you have just receivedoffer you sufficient confidence?

✒ Do you believe that products bearingthe European Ecolabel contribute toprotecting the environment?

✒ Do you feel that companies that certify theirproducts are more committed to theenvironment?

✒ Do you consider that the EuropeanEcolabel is an additional sign of aquality product?


0%

20%

40%

60%

80%

100%

120%

Does the information youhave just received offer you

confidence enough?

Do you believe the productswith the european Ecolabeldo protect the Environment?

Do you consider thecompanies that certify its

products are morecompromised with the

environment?

Do you consider theEuropean Eco-label anadditional mark of thequality of the product?

YesNo

In view of these results it may be concluded that most of the respondents believe that the information

they had received was true, that accordingly they considered that products baring the Ecolabel

protected the environment, that companies certifying their products were more committed to the

environment and that the European Ecolabel was indeed a symbol of additional quality in the products

that carried it.



Page 25 of 27

Question: What organisations should promote the EEL for you as a consumer to feel that youhave greater guarantees?

✒ European Union ✒ Ministry of the Environment ✒ National Institute forConsumption

✒ Autonomous Community ✒ Consumer Organisations ✒ Manufacturers


European Union20%

Ministry of Environment

21%

National Institute of Consuption

18%

Local Goverments14%

Consumers Organizations

15%

Manufacturers12%

In view of the previous results it may be concluded that the Ministry of the Environment and the

European Union are the two institutions that inspire most confidence in the consumer, followed closely

by the National Institute for Consumption, Consumer Organisations and Town Councils. The

respondents agreed that the group inspiring the least confidence for promotion of the Ecolabel was

that of the manufacturers themselves.



Page 26 of 27

7. DEBATE CLUB - FUNDACIÓN ENTORNO

CONSUMPTION AND NEW ENVIRONMENTAL POLICIES

Date: 8th NOVEMBER 2001

Main Organiser: FUNDACIÓN ENTORNO, EMPRESA Y MEDIO AMBIENTE

THE DEBATE CLUB OF THE FUNDACIÓN ENTORNO, is a forum of great prestige aimed at

professionals in areas related to the environment. It meets at least four times a year to debate

different subjects on each occasion. The sessions of the Debate Club are a multidisciplinary and

independent forum for debate on different aspects and facets of the conflicts that might arise between

industry, society and the environment. The meetings are international and include the participation of

experts from various fields.

In keeping with the latest novelties in environmental policy, the 15th meeting of the DEBATE CLUB,

held in November 2001, focused on a subject that is currently an issue: CDONSUMPTION AND NEW

ENVIRONMENTAL POLICIES.

In view of the great interest that this forum arouses among professionals working in relation to the

environment and the major Spanish companies, it was considered an opportunity to present the

Ecolabel before a particularly interesting target audience.

For this reason, NOVOTEC organised a SMALL EXHIBITION OF PRODUCTS BEARING THEEUROPEAN ECOLABEL and commercialised in Spain, in the annex leading to the hall in which the

Debate Club held its meeting.

The objective of this exhibition was to present to those attending the forum the products that bear the

Ecolabel on the market. It might be stated that the aim was to give a “face and a name” to these

products and to the companies manufacturing them for the experts and potential consumers.

Within the framework of the conferences of the Debate Club, one of the most relevant papers

presented was by D. Mariano González, Deputy Director General for Environmental Impact andRisk Prevention of the Ministry of the Environment, whose intervention described the situation of

the Ecolabel in Spain and its connection with the Integrated Product Policy of the European Union.

Diffusion in the Media was extensive. Although Annex XIV includes a complete dossier of the

diffusion, mention might be made of the appearance on various television channels of news on the

subject.



Page 27 of 27

� TELEVISIÓN ESPAÑOLA. NINE O’CLOCK NEWS ON SUNDAY 11th NOVEMBER2001.

Including an interview with D. FERNANDO ARTECHE, Director of the Environmental

Department of NOVOTEC CONSULTORES, on the European Ecolabel.

� LOCALIA

� EXPANSIÓN DIGITAL

Participants in the exhibition:

� Fábricas Lucia Antonio Betere S.A. (FABLESA)

� Industrias Proa S.A.

� Akzo Nobel Coatings, S.A.

� Productos Ralpe, SL

� F. Flotats, SA

� La Preparación Textil, SA

� Subirats de Filats, SL

� Leroy Merlin

See Annex XIV: Debate Club – FUNDACIÓN ENTORNO, EMPRESA Y MEDIO AMBIENTE

See Annex XV: Press news appearing as a result of celebration of the Debate Club.

Documents

PART 2.- PROMOTIONAL ACTIVITIES · nº 343, Revista Emprendedores nº 42-Marzo 2001, Revista PYME Internacional Nº38, Revista Comercio e Industria nº 26, Boletín del Reciclaje