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The European Eco-Label
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MARKETING THE EUROPEAN ECO-LABEL IN GERMANY
AND AUSTRIA
EXECUTIVE SUMMARY
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The project was initiated by DG Environment (DG ENV)
with the purpose to examine and develop a strategy for the promotion
and marketing of the EU Eco-label in Germany and Austria. Both countries
have their own, quite successfully operating national labels. The
role of the German "Blue Angel" scheme created already in 1977 has
influenced the Community scheme from the start. |
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The project is the third in a row after two
preceding studies which have analyzed the situation in France, Spain,
the UK, Italy, and the Benelux countries. In contrast to those other
Member States, the situation in Germany and Austria is more strongly
influenced by colliding conceptions on the Community and the national
scheme at different levels. In close consultation with Competent Bodies,
the project was therefore oriented towards inclusion of product groups
with little or no feeling of "competition" between national and European
criteria. |
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Direct contacts were established by Oekopol with more
than 100 manufacturers, retailers and other multipliers from the product
group sectors of footwear, textiles, large household appliances, personal
computers and light bulbs. |
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In numerous intense bilateral interviews and several
multilateral discussions, the various actors' attitudes towards the
European Eco-label were investigated, and a number of entry barriers
and obstacles to those companies were identified which until present
have discouraged them from applying for the Eco-label award for their
products (Section 2). |
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The status-quo assessment is completed by an analysis
of the potential role of Competent Bodies and environmental and consumer
non-governmental organisations, exploring their opportunities towards
a future intensified support of the Eco-labelling scheme (Section
3). |
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From the systematic evaluation and synoptic summary of the various
actors' criticisms (Section 4), some conclusive recommendations
for an improvement of the situation are derived (Section 5). The
specific strategies proposed include activities and a number of
concrete measures to
- increase the benefits for applicants
- lower the costs
- improve interaction between the various players
- make the criteria and the User Manuals more practicable
- establish links to other certification schemes, in particular
eco-management schemes (EMAS, ISO 14001), organic agriculture,
and in the mid-term also social standards
- and set ambitious and more homogenous standards for the Eco-label
in general.
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Among the product groups investigated, textiles and
footwear represent the most promising areas for continued intense
activities for the promotion of the Eco-label in Germany and Austria.
For these two product groups, specific proposals are made (Section
6), identifying activities which can immediately follow and carry
on the work which has been started with this project. |
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A number of issues raised during this study will be
significantly improved with the pending revision of the Community
Eco-label Award Scheme (Common Position EC N° 6/2000) in which aspects
of improved consumer information, possible reductions of application
fees, and a more prominent role of e.g. retailers are addressed. |
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It remains to be seen if the outlines of a future European
Integrated Product Policy (IPP) will also contribute to a deeper understanding
on the need for a European harmonized Eco-label as an appropriate
product-related tool. |
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Last but not least the ongoing work on the Sixth Environmental
Action Programme should also open new opportunities for discussing
the best strategies how to achieve more sustainable consumption and
production patterns. |
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| Kontakt |
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Knut
Sander |
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Dirk
Jepsen |
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