EVALUATION OF THE EU ECOLABEL FROM THE PERSPECTIVE OF FRENCH BUSINESSES

Transcription

1 Périmètre de diffusion : Interne EVALUATION OF THE EU ECOLABEL FROM THE PERSPECTIVE OF FRENCH BUSINESSES January 2017 Janvier 2017 Contract number: 16MAR Study realised for the ADEME by : Quadrant Conseil I Care & Consult EVEA Quadrant Conseil Étude réalisée pour le compte de l'ademe par : ADEME Technical coordinator at the ADEME: ANDRUP Aude Department : ANGERS DECD SPEM Coordination technique ADEME : Non renseigné Direction\Service : Non renseigné RAPPORT D'ETUDE

2 ACKNOWLEDGEMENTS The ADEME and its contractor thank everyone who made themselves available to respond to the evaluation, as well as the members of the steering group: Aude ANDRUP, ADEME, SPEM Olivier GILLET, DR ADEME Auvergne-Rhône-Alpes Patrick JOLIVET, ADEME, SEP Sophie PLASSART, DR ADEME Bretagne Isabelle SANNIÉ, ADEME, SEP TO CITE THIS SYNTHESIS ADEME - Quadrant Conseil, I Care & Consult, EVEA Evaluation of the EU Ecolabel from the perspective of French businesses, 2016 Synthesis 23 p This synthesis is available online Any representation or reproduction of the contents herein, in whole or in part, without the consent of the author(s) or their assignees or successors, is illicit under the French Intellectual Property Code (article L 122-4) and constitutes an infringement of copyright subject to penal sanctions. Authorised copying (article 122-5) is restricted to copies or reproductions for private use by the copier alone, excluding collective or group use, and to short citations and analyses integrated into works of a critical, pedagogical or informational nature, subject to compliance with the stipulations of articles L L incl.of the Intellectual Property Code as regards reproduction by reprographic means. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 2

3 TABLE DES MATIÈRES 1. Presentation of the EU Ecolabel and the objectives of the study Methodology Scope of the study Approach and sampling Representativeness of the questioned businesses EU Ecolabel licence holders and market penetration for each product group Non-licenced businesses Results relative to the EU Ecolabel licence holders from the 8 product groups (excluding Tourist Accommodations) Profile of EU Ecolabel licence holders Their perception of the EU Ecolabel before certification and their channels of information Licence holders motives Resources mobilized internally by EU Ecolabel licence holders Results for licence holders and level of satisfaction Impacts on the environment Economic impacts Other environmental certifications held by EU Ecolabel licence holders Licence holders opinion about the French certification system Recommendations from EU Ecolabel licence holders Results relative to EU Ecolabel Tourist Accommodation licence holders Profile of the questioned Tourist Accommodation licence holders Their knowledge of the EU Ecolabel before certification and their channels of information Their perception of the EU Ecolabel Licence holders motives Results for Tourist Accommodation licence holders Impacts on the environment Economic impacts Level of satisfaction of Tourist Accommodation licence holders Other environmental certifications held by Tourist Accommodations Tourist Accommodations opinion about the French certification system Recommendations from EU Ecolabel Tourist Accommodation licence holders Results relative to non-licenced businesses Profile of the questioned non-licenced businesses Perception of the EU Ecolabel by non-licenced businesses Intentions of non-licenced businesses and what could prompt them to become EU Ecolabel licenced holders Other environmental certifications held by non-licenced businesses Recommendations from non-licenced businesses Key ideas Evaluation of the EU Ecolabel from the perspective of French Businesses Page 3

4 1. Presentation of the EU Ecolabel and the objectives of the study The EU Ecolabel is a voluntary environmental logo, in compliance with the ISO standard It was created in 1992, by the N 880/92/CE regulation of the Council of the 23 rd of March 1992 and revised in to develop its efficiency and rationalize its operations. The EU Ecolabel is carried out by the European Commission (DG Environment). A website is dedicated to this logo : The EU Ecolabel encourages the production and consumption of durable products as well as the use and supply of services. The EU Ecolabel is the only environmental logo common to all the members of the European Union. The ADEME published a technical sheet dedicated to this logo which explains it in detail. This document can be downloaded on the following site: (in French). In France, the Ministry of Environment entrusted the implementation of the EU Ecolabel at the national level to the ADEME and the issuing of the logo to AFNOR Certification. For this reason, the ADEME works alongside the European Commission in the revision of the EU Ecolabel criteria. The Agency also contributes to the diffusion of the EU Ecolabel in France to businesses, consumers and professional buyers by: Providing technical and financial support; Providing facilitation activities with the ADEME Regional Directorates; Developing tools. The evaluation of the European Ecolabel focused on the opinions of French businesses and pursued three main objectives: Developing a better understanding of EU Ecolabel licence holders; Measuring the businesses perception of the French organization of the EU Ecolabel; Identifying the obstacles and incentives that businesses face in obtaining the EU Ecolabel. The results of this study will allow the ADEME to build an action plan to adjust the assistance it provides to businesses. NB. The term evaluation used in the study title should not be understood in the sense of public policy evaluation, but rather as a study of French businesses and their perception and feedback regarding the EU Ecolabel. 1 Regulation (CE) No 66/2010 of the European Parliament and of the Council of 25 November 2009 on the EU Ecolabel Evaluation of the EU Ecolabel from the perspective of French Businesses Page 4

5 2. Methodology 2.1. Scope of the study The study considered 9 of the 30 product groups covered by the EU Ecolabel. The selection of the 9 product groups aimed to represent a variety of situations and was based on the following criteria: The number of licence holders; The evolution of the number of licence holders between 2013 and 2015 and between 2014 and 2015; The type of targeted customers: individuals (business-to-consumer), industrials (professionals, private buyers business-to-business) and public entities (public procurement); The expected dates of criteria revision; The articulation with other projects led by the ADEME (environmental display, EPR industry) and the opportunity to use the results of the study; The popularity of the products or services for the consumers targeted by EU Ecolabel products. Figure 1: EU Ecolabel group products considered in the study and the number of licence holders To urist a c c omoda tions (hotelsand camping sites) [355] All purpose cleaners and cleanersfor sa nitary fa cilities [31] Newsprint paper [1] Copying and Graphic Pa per [8] Te xtile products [0] Woode n furniture [0] Industrial and Institutional La undry De tergents [0] Rinse-off Cosme tic Produc ts [15] Absorbent hygiene products [0] Evaluation of the EU Ecolabel from the perspective of French Businesses Page 5

6 2.2. Approach and sampling The study s approach included 3 steps: Inception: initial interviews with stakeholders; Data collection: interviews with licence holders and non-licenced businesses, as well as retailers; Formulation of recommendations: based on the 2 previous phases and the organization of 2 workshops, one internal to ADEME and the other external, with the stakeholders concerned by the 9 product groups. Figure 2: Methodological approach and the sampling Approach and samples 32 individuals were consulted during the inception phase intervie ws: ADEME (Headquarters and Regional Directorates in Rhône-Alpes, Bretagne and Aquitaine), MEEM AFNOR Certification, CCI France, CCI Landes, Pôle Éco-conception, UGAP, UMIH, SYNHORCAT, AFISE, COPACEL, Ecofolio, IFTH, Fédération de la maille et de la lingerie, Eco TLC, UNIFA, FCBA, FEBEA, Group Hygiène 4 retailers were consulted in individual interviews: : 2 medium and large wholesaler brands; 1 brand specialised in the retailers of eco-friendly products; 1 group purchasing organisation for consumer professionals Data collection from EU Ec ola bel licence holders Individual interviews with 23 EU Ecolabel licence holders of the 5 product groups with licenced holders Te lephone survey with 91 EU Ecolabel licenced tourist accomodations à Giving a total of 114 EU Ecolabel licence holders questioned Data collection from non licenced businesses Individual interviews with 36 non licenced businesses of the 9 product groups 83 non-licenced businesses of the 9 product groups responded to the online survey à Giving a total of 119 nonlicenced businesses questioned 8 participants at the Internal Workshop a t the ADEME, reuniting experts from the 9 product groups considered in the study and 17 participants at the External Stakeholders Workshop, reuniting professionals from the 9 product groups included in the study, public authorities and actors with transversal roles alongside companies The distribution of the questioned businesses for each product group in the framework of this study is detailed in the following table. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 6

7 Table 1: Distribution of the questioned businesses for each product group Product groups Total number of licenced holders in France LICENCE HOLDERS Individual interviews Sample of the study Telephone survey NON-LICENCED BUSINESSES Individual interviews Telephone survey Total number of questioned businesses Tourist Accommodations (hotels and camping sites) All-purpose cleaners and cleaners for sanitary facilities NA licence holders 22 non-licenced businesses 5 licence holders 5 non-licenced businesses Newsprint Paper 1 1 NA NA NA 2 1 licence holder Copying and Graphic Paper Rinse-off Cosmetic Products Industrial and Institutional Laundry Detergents 8 5 NA NA NA 0 11 Textile Products 0 NA NA 7 24 Wooden Furniture 0 NA NA 7 8 Absorbent Hygiene Products 0 NA NA licence holders 4 non-licenced businesses 4 licence holders 28 non-licenced businesses 11 non-licenced businesses 31 non-licenced businesses 15 non-licenced businesses 3 non-licenced businesses 2.3. Representativeness of the questioned businesses The sampling of each product group reflects a diversity of points of view and situations in each sector EU Ecolabel licence holders4 and market penetration for each product group On the whole, the level of representativeness is solid, with a few variations for certain sectors: The data collection is exhaustive for the product group Newsprint Paper (1 respondent). The level of penetration of the EU Ecolabel in this sector is 100%5; The sampling of the questioned licence holders is robust for the product group Copying and Graphic Paper, with 5 licence holders out of 8 questioned. The remaining three businesses had similar profiles to those questioned. The level of penetration of the EU Ecolabel in this sector is estimated to be 50%; 2 There are no non-licenced French manufacturers. 3 3 prospective individual interviews with licence holders of the Laundry Detergent product group, which covered institutional laundry detergents. 4 The representativeness of the sample of questioned licence holders is judged in consideration of the total number of licence holders in the concerned product group. 5 Per the questioned companies, there are only 2 paper producers in France, one of which is licenced in France, the other in Finland. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 7

8 The 96 Tourist Accommodation respondents (91 respondents to the telephone survey and 5 respondents to an individual interview) represent 27 % of the total number of licence holders (355 in total) and are statistically representative of the total population regarding the following criteria: type of tourist accommodation, size and region. The level of penetration of the EU Ecolabel in this sector is estimated to be 1.3 %. The sampling for the product group Cleaning Products (5 respondents) covers the entire range of company sizes (SME-large enterprises) as well as different intensities in terms of the number of EU Ecolabel licenced products, as well as a diversity of the type of customers targeted (BtoB and BtoC). The level of penetration of the EU Ecolabel in this sector is estimated to be 30 %. The same sampling criteria were applied to the product group Rinse-off Cosmetic Products (4 respondents) as for Cleaning Products, by integrating, as much as possible, a diversity of the typology of licenced products (curd soap, shampoo, shower gel, etc.). The level of penetration of the EU Ecolabel in this sector is estimated to be 10 % Non-licenced businesses The data collection regarding non-licenced businesses did not have the intention of being statistically representative of the concerned sectors. The non-licenced businesses questioned during the data collection phase were businesses identified as having already been informed or engaged in the process of improving the environmental performance of their product or service: former licence holders, businesses committed to other environmental procedures (participation in working groups regarding environmental displays, businesses certified with the Environmental Product Declaration or with a competing logo of the EU Ecolabel, etc.). The level of representativeness is, on the whole, considered satisfactory; it is nevertheless more limited for the product group Wooden Furniture, a very diversified sector : Strong representativeness regarding the sector of paper (Newsprint Paper, Copying and Graphic Paper), as all the eligible non-licenced businesses were questioned ; The number of Cleaning Product businesses may appear small (5), but considering that most businesses in this sector are EU Ecolabel licence holders, the representativeness is considered satisfactory (5 businesses questioned out of 30 that were identified as being potential licence holders) ; A significant number of Rinse-off Cosmetic Products businesses responded to the online survey and the representativeness of the sampling is considered satisfactory (28 respondents out of 50 to 100 potential licence holders) ; Although a small number of Absorbent Hygiene Products businesses (3) provided their point of view, this is proportional to the sector in France which includes around 10 potential licence holders ; The thirty Textile Products respondents are fairly representative of the potential EU Ecolabel licence holders (around 100) ; The representativeness of the 15 respondents from the Wooden Furniture sector is however more limited, as this sector is very diversified. The answers given by the 15 respondents of the Wooden Furniture sector can thus not be generalized. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 8

9 3. Results relative to the EU Ecolabel licence holders from the 8 product groups (excluding Tourist Accommodations) The following results concern the 8 product groups (see part 2.1) excluding Tourist Accommodations Profile of EU Ecolabel licence holders EU Ecolabel licence holders have very diverse profiles, particularly from sector to sector. Figure 3 : Profile of EU Ecolabel licence holders Wha t is the profile of EU-Ec ola bel licence holders? Who oversees the EU Ec ola bel within the company? Quality Management[1/3] Research and Development [1/3] Sustainable development [1/3] Wha t is the size of the licence holders? Every company size is represented within the sample of questioned licence holders. More than half are SME. Within the product groups Paper and Cleaners, there are businesses with more than employees. Who a re the clients of the questioned licence holders? Nearly all the licence holders sell B2B (business-to-business). 1 Rinse-off Cosmetic licence holder and 3 Paper licence holders sell to the general public (business-to-consumer) Wha t is their eco- friendly commitment? Half of the licence holders were convinced from the start : the environment is at the heart of their business project A quarter jumped on the bandwagon : they chose to intensify their commitment to the environment A quarter are progressively advancing towards eco-friendly practices Evaluation of the EU Ecolabel from the perspective of French Businesses Page 9

10 3.2. Their perception of the EU Ecolabel before certification and their channels of information Before beginning the process of certification, licence holders had the following perception of the EU Ecolabel: 36 % (4 out of 11) had a positive impression of the EU Ecolabel (a reliable European approach, inclusive of the product s performance, an ambitious company project). To be noted: distinguishing features of the EU Ecolabel were rarely put forward by businesses and would merit being underlined in EU Ecolabel communication supports (for example, that the verification is done by a third party) ; 64 % (7 out of 11) businesses had a negative or a shared opinion regarding the EU Ecolabel, principally due to the complexity of the criteria. The principal ways the licence holders learned about the EU Ecolabel was through : Their clients ; Their group ; Their professional network (federation, club ). Most licence holders assert that they received information regarding the EU Ecolabel before and during their process of certification by the AFNOR Licence holders motives The motives most frequently mentioned by the questioned licence holders were the following: Increasing their market share, attracting new clients ; Highlighting environmental actions that they were already engaged in ; Fulfilling the requirements of private or public buyers Resources mobilized internally by EU Ecolabel licence holders In general, one person oversees the EU Ecolabel certification internally. Half of the businesses were unable to quantify the time spent working on the certification. The other half estimated that the process of certification required 3 to 6 months (either full time or in addition to their usual workload) Results for licence holders and level of satisfaction Almost three quarters of the questioned licence holders can qualify the results of the EU Ecolabel for their business. The others consider they lack perspective. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 10

11 Impacts on the environment Two businesses assert that the EU Ecolabel allowed them to reduce their environmental impact by reducing risks associated with chemical products and in regards to the quality of discharged water in rivers. These elements resonate with the motives expressed by the licence holders who choose the EU Ecolabel not to improve their environmental practices, but rather to highlight their pre-existing eco-friendly practices. Economic impacts None of the businesses indicated that the EU Ecolabel improved their cost control. The vast majority indicated that a different process, often in existence before the EU Ecolabel, notably ISO , which was commonly mentioned, permitted them to control costs. Somewhat less than one third of the questioned businesses attested that the EU Ecolabel had a positive economic impact: By improving their image; By increasing their market share, or by attracting new clients. However, none of them could quantify this impact. 4 businesses asserted that the EU Ecolabel had a negative economic impact on their company, principally due to the long application process. Two thirds of the businesses are satisfied with the EU Ecolabel. Their satisfaction appears to be correlated with their judgment of the profitability of being licenced, in other words their satisfaction in regards to the results of the EU Ecolabel, principally in terms of an improved image and economic activity, given the financial and human costs. Figure 4 : Level of satisfaction of the licence holders (n=18) Two thirds of the businesses are inclined to recommend the EU Ecolabel to another business in their sector. However, the opinion is more mixed in the product groups Laundry Detergents and Rinse-Off Cosmetic Products : some businesses would recommend a different logo, and others underlined the unsuitability of the criteria and the slowness of the French certification system. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 11

12 Close to 70% of the questioned businesses will renew their EU Ecolabel licence. Those who will not renew their licence are businesses in the product group Rinse-Off Cosmetic Products: one licence holder considers that the licence is unprofitable, whereas the other feels that the lobbying from large companies on the criteria definition is too significant and that they consequently no longer relate to the EU Ecolabel. Some companies contemplate renewing their licence in another country other than France (in the product group Laundry Detergents) Other environmental certifications held by EU Ecolabel licence holders A little more than half of the questioned businesses have other environmental certificates in addition to the EU Ecolabel. This is the case for the entirety of the Paper product businesses. The other environmental labels most commonly held by EU Ecolabel licence holders, by sector, are: Rinse-off Cosmetic Products: Ecocert Organic Cosmetics; Cleaners : Ecocert Ecodetergents, Nordic swan; Paper : FSC, PEFC, Nordic Swan. The companies with several labels accumulate them for the following reasons: To fulfil customer demands; To certify a product not covered by the EU Ecolabel; To have a wider geographic scope Licence holders opinion about the French certification system Half of the companies did not receive any support during their application process. All the businesses consider it would be useful to benefit from: Support with the application dossier; Support with the implementation of a pre-diagnosis; Financial assistance with the certification or investment fees. Less than half of the questioned businesses declare having received support from the AFNOR during the preparation of their certification dossier. This support primarily took place before and during the preparation of the certification dossier and regarded the interpretation of the criteria and diverse question-and-answers. This support was globally appreciated by the recipients. However, certain businesses deplored the decline in quality of the services provided by the AFNOR regarding the EU Ecolabel, notably in regards to processing times considered excessive and an inadequate responsiveness. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 12

13 3.8. Recommendations from EU Ecolabel licence holders The suggestions issued by the licence holders are the following: Reinforce communication with the general public; Reduce the processing and response times by AFNOR Certification and facilitate the process of mounting a dossier. 4. Results relative to EU Ecolabel Tourist Accommodation licence holders The results presented hereunder concern the product group Tourist Accommodation (hotels, camping sites, lodges, vacation resorts, bed and breakfasts ) Profile of the questioned Tourist Accommodation licence holders Figure 5 : Profile of the questioned tourist accommodations Wha t is the profile of the questioned tourist a ccommoda tions? Wha t kind of tourist a ccommoda tions? 43 % hotels with restaurants 21 % camping sites 16 % lodges and bed and breakfasts 12 % de holiday or vacation resorts 6 % holiday residences 2 % other Where are they located? 11 regions regroup 90% of the licence holders Strong presence in Bretagne, Nouvelle Aquitaine, PACA How ma ny employees at these tourist accommodations? 12 % do not have any employees, other than the director 21 % between 1 and 5 employees 53 % between 5 and 20 employees 10 % between 20 and 50 employees 4 % more than 50 employees When did they become licence holders? 1 % in % between 2007 and % in % after 2013 Who oversees the EU Ec olabel within the tourist accommodation? In 90 % of the cases: the director of the tourist accommodation In wha t yea r was the accommodation created? 54 % before % between 2000 and % since 2010 Evaluation of the EU Ecolabel from the perspective of French Businesses Page 13

14 4.2. Their knowledge of the EU Ecolabel before certification and their channels of information The majority of questioned Tourist Accommodation licence holders (68%) consider that the EU Ecolabel is not really (43%) or not at all (25%) known by companies in their sector, which is consistent with the relatively weak level of penetration (1.3%). The principal ways the Tourist Accommodation licence holders learned about the EU Ecolabel was through: The chain/the group they belong to; The Chamber of Commerce and Industry (CCI); The newspaper/ the radio/ social media/ the internet; A professional association/ a business club/ a company network of which the company or individual is a member Thereafter, the most useful information regarding the EU Ecolabel was notably provided by the AFNOR, the CCI or the chain/group they belong to Their perception of the EU Ecolabel The questioned Tourist Accommodation licence holders (similar to the non-licence holders in the following section) have a shared perception regarding the EU Ecolabel: Half of the accommodations have a positive perception: due to the reliability of the EU Ecolabel (European dimension, presence of the AFNOR); The other half have a negative impression: due to the complexity and technicality of the criteria Licence holders motives The motives most frequently mentioned by the questioned Tourist Accommodation licence holders were the following : Putting the values of their company (sustainable development, ecology, etc.) into practice and/or aligning their practices with their values (40%) ; Highlighting pre-existing eco-friendly practices (40%). Evaluation of the EU Ecolabel from the perspective of French Businesses Page 14

15 Figure 6 : What was your principal motive for obtaining the EU Ecolabel? 9% 5% 3% 3% Putting the values of our company (sustainable developement, ecology, etc.) into practice and/or aligning our practices with our values 40% Highlighting pre-existing eco-friendly practices Having a framework and new ideas to go even future/ to improve/ to structure or formalize the quality or eco-friendly approach of our company Reducing consumption and costs (energy, water, waste management) 40% Improving our communication about our ecofriendly practices Appealing to new clients 4.5. Results for Tourist Accommodation licence holders Impacts on the environment 60 % of the questioned Tourist Accommodation licence holders assert that the EU Ecolabel improves their environmental performance (see the figure below). Figure 7: "In regards to the environment, in comparison to your previous practices, would you say that being an EU Ecolabel licence holder has allowed you to: Evaluation of the EU Ecolabel from the perspective of French Businesses Page 15

16 Economic impacts The EU Ecolabel contributes to the controlling of costs, notably by reducing water and energy: close to 70% of the questioned tourist accommodations indicated that they had reduced water consumption; a little over 60% saved energy. Two thirds of the tourist accommodations believe that the EU Ecolabel improved the image of their company. 20 % think that the EU Ecolabel increased, or at least helped maintain, their sales revenue (see the figure below). Figure 8: Economically speaking, and in regards to the management of the company, would you say that being a licence holder has let you the values on the graph represent the percentage of tourist accommodations who responded per category Level of satisfaction of Tourist Accommodation licence holders Globally, close to 90% of the questioned accommodations are satisfied with their EU Ecolabel, 47% of which are very satisfied. Close to 3 out of 4 licence holders would recommend the EU Ecolabel to another tourist accommodation. 70% of the questioned tourist accommodations will renew their EU Ecolabel, while 12% think they will abandon it, principally due to the cost which they consider excessive, or else due to a decision made by the group/chain that they belong to. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 16

17 4.7. Other environmental certifications held by Tourist Accommodations More than half of the questioned accommodations (60%) do not have another environmental certificate and only hold the EU Ecolabel. One quarter of the EU Ecolabel licence holders have one other environmental certificate, while 15% have several. The certificates most commonly mentioned are the Clef verte, Écogîte or Gîte Panda Gîtes de France, and Tripadvisor s Ecoleader. Figure 9 : EU Ecolabel and other environmental certificates The accommodations with several labels accumulate them for the following reasons: The desire to highlight the company s environmental commitment; The simple process or zero cost to obtain the other certificate; The visibility and recognition of the other certificate Tourist Accommodations opinion about the French certification system Close to two thirds of the questioned Tourist Accommodation licence holders were supported by exterior actors during the process of obtaining the EU Ecolabel. In 63% of the cases, this support took the form of an individualized support provided by the AFNOR, the CCI or an external provider. The support that they principally benefited from included the following components: Technical support with the application dossier (85%); Financial assistance (37%); Awareness or information meetings (37%); Support with the implementation of a pre-diagnosis (37%). Three quarters of the questioned Tourist Accommodation licence holders considered the support necessary to obtain the EU Ecolabel, more than half of whom considered it to be completely indispensable. Technical support with the application dossier was particularly highlighted as essential. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 17

18 In 2016, the ADEME introduced the Ecolabel Toolbox6, an online tool with the aim of offering free support to directors of tourist accommodations in the different steps of their process of obtaining the EU Ecolabel. The survey indicated that 40% of the questioned Tourist Accommodation licence holders did not know about this tool Recommendations from EU Ecolabel Tourist Accommodation licence holders The suggestions issued by the licence holders are the following : Reinforce communication regarding the EU Ecolabel and promote the licence holders ; Reduce the cost of the licence ; Simplify and reduce the number of criteria and requirements ; Simplify the administrative procedures required to mount a dossier ; Provide more support to businesses (financial and technical assistance) in their process of obtaining and promoting the EU Ecolabel 5. Results relative to non-licenced businesses 5.1. Profile of the questioned non-licenced businesses Figure 10: Profile of the questioned non-licenced businesses What is the profile of the questioned non-lic enced businesses? Wha t is the size of the non-licenced businesses? Every size of company is represented within the sample of questioned non-licenced businesses. Half are SME. Some companies have more than 250 employees, even up to 5,000 employees, in the Textile, Rinse-off Cosmetics and Wooden Furniture product groups. Were they previously EU Ec ola bel licence holders? Who are the clients of the questioned non-licenced businesses? Products: 80% sell B2B (business-to-business); 2/3 also sell directly to the general public (business-to-consumer) Toursit accomodation: most of them sell directly to the general public Very few product manufacturers (4%) were previously licence holders 12% for tourist accomadtions Wha t is the profile of the respondent? Director, Environment/ Quality manager or R&D In wha t yea r was the business created? 80% before % before 1950 Wha t is their commitment to the environment? Close to half of the questioned non-licenced businesses consider their commitment to be very important and close to 40% consider it fairly important Fewer businesses in the Textile and Rinse-off Cosmetics product groups consider their commitment to the environment as very important, likely due to the fact that they aim to meet consumer demands in regards to the origin and naturalness of the product 6 Evaluation of the EU Ecolabel from the perspective of French Businesses Page 18

19 5.2. Perception of the EU Ecolabel by non-licenced businesses 35 % of the questioned businesses, in spite of their commitment to the environment, do not know or barely know of the EU Ecolabel, especially in the sectors of Wooden Furniture, Textile Products and Rinse-off Cosmetic Products. Most of the businesses learned about the EU Ecolabel as individual consumers and through: Their professional network; Media ; The ADEME ; The AFNOR. Their perception of the EU Ecolabel is mostly positive: 58 % of the businesses have a positive impression of the EU Ecolabel, and consider it to be reliable and a gauge of high-quality ; 21 % have a negative impression due to the cumbersome certification process, a lack of recognition from the general public or requirements considered too restrictive (for example in regards to limited or forbidden substances) ; 21 % have no opinion Intentions of non-licenced businesses and what could prompt them to become EU Ecolabel licenced holders Three quarters of the questioned non-licenced businesses have never planned to market their products with the EU Ecolabel. Figure 11 : Have you ever planned to market your products with the EU Ecolabel? Evaluation of the EU Ecolabel from the perspective of French Businesses Page 19

20 The following figure show the diversity of the obstacles mentioned by the non-licenced businesses. Figure 12 : Main obstacles preventing EU Ecolabel certification When they are asked What improvement to the EU Ecolabel could prompt you to become a EU Ecolabel licenced holder?, their answers are the following: If my customers ask for it ; If the EU Ecolabel has more recognition from the general public ; If the certification process becomes easier, less cumbersome, quicker. 55 % of the businesses would be more inclined to pursue the EU Ecolabel if they received more important support from the competent bodies, especially in the product groups Wooden Furniture, Paper and Absorbent Hygiene Products. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 20

21 Figure 13 : Would receiving more support from the competent bodies make you more inclined to pursue the EU Ecolabel? This support could be: Support with the implementation of a pre-diagnosis (41%) ; Support with the promotion of the EU Ecolabel (40%) ; Financial assistance with the certification costs (38%) ; Technical support with the application dossier (35%). Providing financial assistance for investment costs as well as developing a network for EU Ecolabel licenced businesses were also mentioned, but to a lesser extent Other environmental certifications held by non-licenced businesses 66 % of businesses have at least one other environmental certificate, but the figure varies depending on the sector (see the following figure). Evaluation of the EU Ecolabel from the perspective of French Businesses Page 21

22 Figure 14 : Do you have any other environmental certifications? The non-licenced businesses with one or several environmental certifications accumulate them for the following reasons: Better recognition of the certification by the general public and a requirement of their professional clients; Criteria that is more relevant, more suited to their products or services; Certification of a global approach of the company rather than of one product in particular; Quicker and easier certification process; More demanding criteria Recommendations from non-licenced businesses The suggestions issued by the non-licenced product manufacturers are the following: Provide more communication about the EU Ecolabel towards the general public to increase the recognition rate; Provide more information towards potential licence holders about the criteria. Some manufacturers say they hear about the EU Ecolabel, but only in a superficial way ; Simplify the application process. As for the non-licenced tourist accommodations, they suggest that the ADEME should lower the certification fees, simplify the application process and increase communication about the EU Ecolabel towards the general public. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 22

23 6. Key ideas The EU Ecolabel evaluation involved 234 businesses and 9 product groups covered by the EU Ecolabel: Tourist Accommodation, All-purpose Cleaners, Newsprint Paper, Copying and Graphic Paper, Rinse-off Cosmetic Products, Textile Products, Wooden Furniture, Industrial and Institutional Laundry Detergents and Absorbent Hygiene Products. The manufacturers concerned by the 8 product groups have varying sizes but are mostly SME and target professional clients. All types of tourist accommodations are considered in the study with mostly hotels with restaurants and camping sites, located in coastal areas, created before 2009 with less than 20 employees. For half of the licence holders, the environment is at the heart of their business project; whereas one quarter of them chose to intensify their commitment to the environment and the other quarter is progressively advancing towards more eco-friendly practices. As for the non-licenced businesses, half of them consider their commitment to the environment to be very important. 70 % of the licence holders are satisfied with the EU Ecolabel (up to 90% for tourist accommodations) and would recommend it to their colleagues. Most of them intend to renew their licence. However, in order to improve the EU Ecolabel s development in France and keep businesses committed to the EU Ecolabel, licence holders addressed the following suggestions to the French competent bodies: Increase communication about the EU Ecolabel; Simplify the certification process and shorten the application period; Reduce the certification fees; Simplify the criteria; Increase the support provided to businesses. 40 % of the questioned non-licenced businesses do not know of the EU Ecolabel. Those who know it mostly have a positive impression about it and one quarter of them are considering marketing their products with the EU Ecolabel. The most common obstacles identified by the non-licenced businesses are the lack of recognition of the EU Ecolabel, the absence of demand from their clients and the cumbersome certification process. 55 % of the businesses would be more inclined to pursue the EU Ecolabel if they benefited from a more important technical or financial support by the competent bodies. They would also appreciate more information about the criteria of the EU Ecolabel, as they do not know the EU Ecolabel in a very in-depth way. These lessons will help the ADEME to adjust its action plan that will be implemented this year. Evaluation of the EU Ecolabel from the perspective of French Businesses Page 23

24 ABOUT ADEME The French Environment and Energy Management Agency (ADEME) is active in the implementation of public policy in the areas of the environment, energy and sustainable development. The Agency provides expertise and advisory services to businesses, local authorities and communities, government bodies and the public at large, to enable them to establish and consolidate their environmental action. As part of this work ADEME helps finance projects, from research to implementation, in the areas of waste management, soil conservation, energy efficiency and renewable energy, air quality and noise abatement. ADEME is a public agency under the joint authority of the Ministry for Ecology, Sustainable Development and Energy, and the Ministry for Education, Higher Education and Research..