Arbejdsrapport fra Miljøstyrelsen, 6/2005 – Formidling af miljøinformationer for elektronikprodukter

Environmental Information on Electronic Products

Summary and conclusions

This project has – with support from the Danish Product Panel for Electronic Products and the Danish EPA - been carried out in the period 2003-2004. The objective of the project has been to support retailers of radio/TV products and other stakeholders with tools for providing easy and understandable environmental product information to customers. More specifically, the project has aimed at the following outputs:

1. to create consensus among the relevant stakeholders in Denmark about a product database and further to develop the product database, containing specific environmental product information for individual products;

2. to develop background information and teaching materials to retailers concerning environmental product information;

3. to conduct training of staff from retailers and students from the Danish School for Radio Technicians; and

4. to develop and carry out environmental pilot campaigns for selected retailers.

1.8 Project results and conclusions

The interests for providing accessible environmental information to consumers differ widely between the individual producers and retailers of electronic products. Main reasons for this are:

- The individual producers conduct their manufacturing processes and marketing initiatives differently and have different focus on the environmental aspects of their products.

- Denmark is a little market for manufacturers of electronic products that operate on the global market. Requirements for environmental product information from Denmark cannot stand alone but should be incorporated into international consumer demands, e.g. on EU level.

- Due to the complexity of electronic products and the many components delivered from sub contractors, it is often difficult and time consuming for the manufacturer to provide all relevant environmental information on the products.

- concerning a common shared product database a general opinion among producers is, that they are uncomfortable with third parties possible usage of the published product information

The diversified attention on the environmental issue has had significant impact on the process and results of the project.

1.8.1 Development of a product database

In co-operation with BFE (The Danish Association for Consumer Electronics) the project team has developed a concept for a product database with an environmental scoring system. The database divides the environmental characteristics of electronic products into five parameters:

1. Energy consumption.

2. Chemicals.

3. Durability and disposal.

4. Manufacturer's environmental profile.

5. Environmental labelling.

Within each of the five environmental parameters, the system automatically – based on data supplied by the manufacturers – calculates an environmental scoring of the individual electronic product and classifies the products into three categories for each product type. Unfortunately it has not been possible within the frame of this project to compile sufficient data that allows the project to upload an environmental product database integrated with the BFE service database. However, the methodology and the system is now ready for use.

1.8.2 Materials to retailers

In order to provide "green" product information to the retailers, several tools and information materials have been developed, including a method to identify each customer's environmental interests and a guide to salesmen on how to service different customer profiles.

It is the project team's experience that retailers in general lack understanding of environmental issues and impacts connected to electronic products, including environmental regulation, waste/recycling, chemicals and environmental labelling etc. To disseminate the most vital information a leaflet has been developed with general information and information on the environmental impacts of electronics.

The materials prepared in the project are available at www.elektronikpanelet.dk.

1.8.3 Training

The following training activities have been carried out in the project:

- Training of students at the Danish School for Radio/TV Retailers in environmental considerations and impacts from electronic products.

- Training of salesmen in pilot retail stores Fona and Orange.

During the training it has been evident that students and salesmen are not familiar with environmental subjects and are often surprised of the environmental impacts related to electronic products. The trainees have expressed a positive attitude towards the environmental information and the tools provided.

1.8.4 Environmental pilot campaigns in selected retail stores

Pilot campaigns have been carried out in two retail chains, the Fona Group and the Orange Group. The pilot campaigns have demonstrated the difficulties in compiling proper product information from the manufacturers to be used in the communication with customers.

The campaigns have identified only sparse environmental interest among purchasers of cellular phones. In regard to radio/TV products, the customers are especially interested in information related to the energy consumption. It must be easy for the salesman to find and disseminate the environmental information if the retailers are expected to include the information in their customer service.

To improve information on `green' electronics it is recommended that retailers aim at increased and coordinated pressure on suppliers for providing the necessary environmental information for the individual electronic products.