Eco-label Flower week 2006

Transcription

1 Special Eurobarometer European Commission Eco-label Flower week 2006 Fieldwork: November-December 2006 Publication: January 2007 Special Eurobarometer 275 / Wave 66.3 TNS Opinion & Social This survey was requested by Directorate General Environment and coordinated by Directorate General Communication This document does not represent the point of view of the European Commission. The interpretations and opinions contained in it are solely those of the authors.

2 Analytical note Eco-label Flower week 2006 European Eco-label awareness The European Eco-label was established by the European Commission in 1992 and is part of a broader strategy to stimulate sustainable production and consumption. The label, designed as a European flower, is intended to be recognised as Europe s primary label for environment-friendly products and services. The flower guides European consumers in finding products and services that are environmentally friendly, with their total environmental impact - from the extraction of the raw materials involved to eventual disposal taken into account. It is at the same time an award for manufacturers, service providers and importers that through their way of operating contribute to a sustainable environment. In order to introduce the flower to a broader audience of European consumers and manufacturers, several campaign activities have been organised in different European countries during the flower week in the autumn of In this context, the Directorate-General Environment of the European Commission decided to conduct a survey on Europeans awareness of the European Eco-label. This survey was conducted in the 25 EU Member States. The fieldwork was carried out between 17 November and 19 December 2006 by the TNS Opinion and Social network. 24, 732 European citizens were interviewed face-to-face. Further details of the methodology of the survey can be found in the technical note in the annexes to this report. This note specifies the interview method used, as well as the intervals of confidence. 1 1 The results tables are included in the annex. The totals indicated may show a one point difference with the sum of the individual units. It should also be noted that the total of the percentages in the tables of this report may exceed 100% when the respondent has the possibility to give several answers to the same question

3 Analytical note Eco-label Flower week 2006 Europeans awareness of the European Eco-label When asked what the flower symbolising the European Eco-label stands for, almost half of Europeans (48%) answered that they do not know what the label means. The respondents were given eight pre-defined answer categories, from which they could choose one that - according to them - corresponds with the European Eco-label. As illustrated in the following graph, the label was correctly recognised as standing for ecological products and services by only a small group of 11% of EU25 citizens. An identical proportion of respondents considered the label to be a green energy label, whilst 9% associated the label with bio-food. These results seem to show that not only is the label widely unknown to Europeans, but also that its design does not necessarily contribute to a better understanding of its meaning: Respondents interpretation of the label s meaning tends to be rather confused, with the majority of those venturing an answer unable to identify the correct meaning. QC1 In your opinion, what does this European label mean? - % EU25 Ecological products and services label 11% 11% Bio-food label 9% Protected natural reserves label Healthy food and beverages label Safe products label 6% 5% 4% Bio-fuel label 2% Other (SPONTANEOUS) 4% DK 48% Analysing these results per country and focusing on the three most important answer categories for each country, it again becomes clear that the flower does not necessarily symbolise ecological products and services to Europeans. Amongst those offering an answer, the correct interpretation of the label came out in first place in eight countries 2 and in second place in twelve countries. However, in twelve countries 3, the highest proportion of respondents linked the label to green energy. Even though the correct 2 DE (11%), LV (17%), LT (14%), NL (17%), SI (18%), SK (16%), FI (24%), SE (17%) 3 BE (25%), CZ (15%), DK (33%), EE (21%), FR (13%), IE (12%), CY (21%), HU (9%), MT (14%), SK (16%), SE (17%), UK (12%) - 2 -

4 Analytical note Eco-label Flower week 2006 answer is either in the first, second or third place for all countries, those figures show that the European Eco-label s identity is still very vague and unclear to a vast majority of Europeans. QC1 In your opinion, what does this European label mean? - % EU25 First place Second place Third place EU25 11% Ecological products and services label 9% Bio-food label 6% Protected natural reserves label BE 25% 17% Ecological products and services label 12% Protected natural reserves label CZ 15% 14% Ecological products and services label 9% DK 33% 13% Ecological products and services label 6% Bio-food label Healthy food and beverages label Protected natural reserves label Safe products label DE 11% Ecological products and services label 10% Bio-food label 8% EE 21% 14% Ecological products and services label 9% Protected natural reserves label EL 24% Bio-food label 22% Ecological products and services label 19% Healthy food and beverages label ES 9% Other (SPONTANEOUS) 8% 7% Ecological products and services label FR 13% 12% Ecological products and services label 11% Other (SPONTANEOUS) IE 12% 6% Safe products label Other (SPONTANEOUS) 5% Ecological products and services label IT 12% Bio-food label 11% Ecological products and services label 9% Safe products label CY 21% 14% Ecological products and services label 5% Bio-food label Protected natural reserves label Healthy food and beverages label LV 17% Ecological products and services label 14% Protected natural reserves label 9% LT 14% Ecological products and services label 9% Protected natural reserves label 7% LU 23% Protected natural reserves label 9% 8% Ecological products and services label HU 9% MT 14% Bio-food label Protected natural reserves label 8% Protected natural reserves label 7% Ecological products and services label Healthy food and beverages label Safe products label 10% Ecological products and services label 7% Healthy food and beverages label NL 17% Ecological products and services label 10% 6% Bio-food label AT 13% Bio-food label 10% Ecological products and services label 7% Protected natural reserves label Healthy food and beverages label PL 14% Bio-food label 10% 7% Ecological products and services label Protected natural reserves label PT 15% Protected natural reserves label 10% Ecological products and services label 8% Other (SPONTANEOUS) SI 18% Ecological products and services label 15% Bio-food label 9% SK 16% Ecological products and services label 12% Bio-food label 11% Healthy food and beverages label FI 24% Ecological products and services label 20% 9% Protected natural reserves label SE 17% Ecological products and services label 15% Bio-food label 5% Safe products label UK 12% 11% Ecological products and services label 3% Bio-food label Other (SPONTANEOUS) - 3 -

5 Analytical note Eco-label Flower week 2006 The graph on the following page shows the level of awareness of the European Ecolabel per country, with the blue bars referring to the proportion of respondents knowing what the label means, the red bars referring to the sum of figures for all other, pre-defined answer categories and the grey bars showing the figures for the don t know answer category. Although the figures remain low for all countries, awareness of the European Eco-label is at its highest level in Finland, where almost one-fourth (24%) of the respondents correctly recognises the label as standing for ecological products and services. Results for Greece show a figure of 22% knowing the label, followed by 18% of respondents in Slovenia. Lowest levels of recognition of the label are recorded in Ireland (5%), Poland, Hungary and Estonia (all 7%). There tends to be a strong degree of variation in the proportions of respondents answering that they do not know the label for different countries. We also see that the proportions of respondents connecting the label to answer categories other than the correct one vary considerably among different countries as well. These are interconnected in that some countries with relatively low figures for don t know, have relatively higher figures for other options. This suggests that even though many respondents do not know the correct answer, in some countries they are more prepared to venture a guess. For instance, in Greece (69%) and Belgium (68%), very high proportions of respondents associated the European Eco-label with other answer categories than the correct one whilst only 9% and 15% respectively gave a don t know answer. By contrast we see much lower figures of only 25% of respondents in the United Kingdom and 26% in Lithuania giving a incorrect answer, with relatively high figures for don t know of 64% and 60% respectively

6 Analytical note Eco-label Flower week 2006 QC1 In your opinion, what does this European label mean? - % EU25 Ecological products and services label Other options DK EU25 11% 41% 48% FI EL SI BE LV NL SE SK CZ EE CY LT DK FR DE IT UK MT AT PT LU ES HU PL IE 24% 22% 18% 46% 17% 17% 47% 17% 33% 17% 47% 16% 55% 14% 46% 14% 48% 14% 42% 14% 26% 13% 56% 12% 46% 11% 38% 11% 45% 11% 25% 10% 43% 10% 52% 10% 40% 8% 45% 7% 34% 7% 44% 7% 44% 5% 36% 55% 69% 68% 21% 9% 36% 15% 36% 50% 36% 29% 40% 38% 44% 60% 31% 42% 51% 44% 64% 47% 38% 50% 47% 59% 49% 49% 59% 0% 100% As regards the socio-demographic breakdown of the results, no particularly notable results were found. Europeans awareness of the European Eco-label seems to be more or less the same, regardless of which socio-demographic group they belong to

7 ANNEXES

8 TECHNICAL SPECIFICATIONS

9 SPECIAL EUROBAROMETER N 275 Ecolabel Flower week 2006 TECHNICAL SPECIFICATIONS Between the 17 th of November and the 19 th of December 2006, TNS Opinion & Social, a consortium created between Taylor Nelson Sofres and EOS Gallup Europe, carried out wave 66.3 of the EUROBAROMETER, on request of the EUROPEAN COMMISSION, Directorate General Communication, Public Opinion and Media Monitoring. The SPECIAL EUROBAROMETER N 275 is part of wave 66.3 and covers the population of the respective nationalities of the European Union Member States, resident in each of the Member States and aged 15 years and over. The basic sample design applied in all states is a multi-stage, random (probability) one. In each country, a number of sampling points was drawn with probability proportional to population size (for a total coverage of the country) and to population density. In order to do so, the sampling points were drawn systematically from each of the "administrative regional units", after stratification by individual unit and type of area. They thus represent the whole territory of the countries surveyed according to the EUROSTAT NUTS II (or equivalent) and according to the distribution of the resident population of the respective nationalities in terms of metropolitan, urban and rural areas. In each of the selected sampling points, a starting address was drawn, at random. Further addresses (every nth address) were selected by standard "random route" procedures, from the initial address. In each household, the respondent was drawn, at random (following the "closest birthday rule"). All interviews were conducted face-to-face in people's homes and in the appropriate national language. As far as the data capture is concerned, CAPI (Computer Assisted Personal Interview) was used in those countries where this technique was available.

10 ABBREVIATIONS COUNTRIES INSTITUTES N INTERVIEWS FIELDWORK DATES POPULATION 15+ BE Belgium TNS Dimarso /11/ /12/ CZ Czech Rep. TNS Aisa /11/ /12/ DK Denmark TNS Gallup DK /11/ /12/ DE Germany TNS Infratest /11/ /12/ EE Estonia Emor /11/ /12/ EL Greece TNS ICAP /11/ /12/ ES Spain TNS Demoscopia /11/ /12/ FR France TNS Sofres /11/ /12/ IE Ireland TNS MRBI /11/ /12/ IT Italy TNS Abacus /11/ /12/ CY Rep. of Cyprus Synovate /11/ /12/ LV Latvia TNS Latvia /11/ /12/ LT Lithuania TNS Gallup Lithuania /11/ /12/ LU Luxembourg TNS ILReS /11/ /12/ HU Hungary TNS Hungary /11/ /12/ MT Malta MISCO /11/ /12/ NL Netherlands TNS NIPO /11/ /12/ AT Austria Österreichisches Gallup-Institut /11/ /12/ PL Poland TNS OBOP /11/ /12/ PT Portugal TNS EUROTESTE /11/ /12/ SI Slovenia RM PLUS /11/ /12/ SK Slovakia TNS AISA SK /11/ /12/ FI Finland TNS Gallup Oy /11/ /12/ SE Sweden TNS GALLUP /11/ /12/ UK United Kingdom TNS UK /11/ /12/ TOTAL /11/ /12/

11 For each country a comparison between the sample and the universe was carried out. The Universe description was derived from Eurostat population data or from national statistics offices. For all countries surveyed, a national weighting procedure, using marginal and intercellular weighting, was carried out based on this Universe description. In all countries, gender, age, region and size of locality were introduced in the iteration procedure. For international weighting (i.e. EU averages), TNS Opinion & Social applies the official population figures as provided by EUROSTAT or national statistic offices. The total population figures for input in this post-weighting procedure are listed above. Readers are reminded that survey results are estimations, the accuracy of which, everything being equal, rests upon the sample size and upon the observed percentage. With samples of about 1,000 interviews, the real percentages vary within the following confidence limits: Observed percentages 10% or 90% 20% or 80% 30% or 70% 40% or 60% 50% Confidence limits ± 1.9 points ± 2.5 points ± 2.7 points ± 3.0 points ± 3.1 points

12 QUESTIONNAIRE

13 QC1 In your opinion, what does this European label mean? (SHOW LABEL AND ANSWERS BOTTOM-TOP\TOP-BOTTOM ROTATION - ONE ANSWER ONLY) Protected natural reserves label Bio-food label Healthy food and beverages label Ecological products and services label Safe products label Bio-fuel label Other (SPONTANEOUS) DK NEW Let's move on to another topic (565)

14 TABLES

15 QC1 In your opinion, what does this European label mean? (ROTATE) TOTAL Protected natural reserves label Bio-food label Healthy food and beverages label Green energy label Ecological Safe products products and label services label Bio-fuel label Other (SPONTANEOUS) EU % 9% 5% 11% 11% 4% 2% 4% 48% BE % 10% 5% 25% 17% 5% 7% 4% 15% CZ % 9% 9% 15% 14% 6% 1% 1% 40% DK % 4% 2% 33% 13% 6% 2% 3% 31% D-W % 9% 4% 8% 10% 2% 3% 3% 53% DE % 10% 5% 8% 11% 2% 3% 3% 51% D-E 504 5% 14% 6% 7% 14% 4% 4% 2% 44% EE % 6% 6% 21% 14% 3% 2% 1% 38% EL % 24% 19% 14% 22% 6% 1% 1% 9% ES % 3% 5% 8% 7% 6% - 9% 59% FR % 6% 2% 13% 12% 1% 5% 11% 42% IE % 4% 4% 12% 5% 6% 1% 6% 59% IT % 12% 7% 8% 11% 9% 2% 1% 44% CY 504 5% 5% 5% 21% 14% 4% 1% 1% 44% LV % 6% 7% 9% 17% 8% 2% 1% 36% LT % 1% 4% 7% 14% 3% 1% 1% 60% LU % 4% 4% 9% 8% 2% 2% 1% 47% HU % 9% 7% 9% 7% 7% - 4% 49% MT % 2% 7% 14% 10% 3% 2% 1% 47% NL % 6% 2% 10% 17% 4% 3% 4% 50% AT % 13% 10% 10% 10% 6% 4% 2% 38% PL % 14% 5% 10% 7% 2% 3% 3% 49% PT % 6% 3% 6% 10% 1% 1% 8% 50% SI % 15% 6% 9% 18% 6% 3% 4% 36% SK % 12% 11% 16% 16% 8% 1% - 29% FI % 4% 8% 20% 24% 7% 5% 2% 21% SE % 15% 2% 17% 17% 5% 3% 2% 36% UK % 3% 1% 12% 11% 2% 2% 3% 64% DK