S.3 Ökodesign und Energieverbrauchskennzeichnung
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Sustainable product policy is one pillar of the European Green Deal and the Circular Economy Action Plan. The European Commission is to begin to address recycling, recycled content and repair under the Ecodesign Directive and very likely in the announced European Sustainable Products Regulation. In addition, initiatives on recyclability and other aspects of sustainable products can be observed in France under the Ecomodulation Approach for some electrical and electronic products. Neither the Commission's ambitions nor the Ecomodulation Approach have so far led to a crucially better ecodesign of products.
Therefore, at the EU level, indices for reparability (already developed for smartphones and tablets), recyclability and recycled content of products are being discussed within the Ecodesign legislative framework in an attempt to achieve better ecodesign through advanced consumer purchasing decisions. The product standards requested by the European Commission to assess the recyclability (EN4555) and recycled content (EN4557) of energy-related products have already been published, but are purely based on a mass-based approach. Material-specific aspects such as the environmental impact or the financial, technical and redesign efforts required by manufacturers to facilitate the recycling and use of recycled materials are not addressed. Materials that are easy to recycle and use and have a high recycled content, such as copper, are treated in the same way as plastics that are difficult to recycle and use in products as post-consumer recycled plastics. Including such aspects would be essential to trigger environmentally relevant and significant improvements in product design.
Der Vortrag fasst die Schnittmenge zwischen Normung und Politik bezüglich einer zirkulären Wirtschaft (Circular Economy) zusammen. Es wird an konkreten Schlüsselgremien und praktischen Beispielen gezeigt, wie Circular Economy bereits heute durch Normung gelingen kann und welche Zuarbeit durch die Politik von den Normungsgremien erbeten wird.
The European Commission adopted an EU Energy Label for smartphones and tablets in June 2023. For the first time, the EU Energy Label will depict, among energy efficiency, also a reparability score, battery endurance, battery lifetime, drop resistance and dust and water ingress protection.
However, does the multitude of parameters bear the risk to confuse consumers instead of triggering environmentally sustainable purchase decisions? In a survey in Germany, consumers were asked to make a choice when the label does not clearly identify the environmentally better product. Instead, energy efficiency has to be valued against reparability, reliability against energy efficiency, and reparability against reliability. The sustainability lever of the different aspects is not the same, as e.g. lifetime extension has a much more positive environmental impact than energy efficiency in case of mobile devices. Therefore, the question remains, whether consumers intuitively make the right choice. Results of the survey indicate that consumers interpret the complex label in the desired manner and value those aspects higher, which indeed have a more positive effect on the environment.
As consequence of the European Green Deal and the European Commission's Circular Economy Action Plan, the product landscape in the EU will undergo fundamental changes. The legal requirements for products are being expanded, not least through the Proposal for an Ecodesign Regulation for Sustainable Products published by the European Commission in 2022. Following the current developments, requirements for the circularity of products will be increased next to the already existing minimum requirements for products’ energy efficiency. Following this development, the lead question has to be: Is the market, in particular small- and medium-sized enterprises, well prepared for this planned green transformation of our economy? The answer is: No, not yet.
What is needed are suitable standards for the implementation of these requirements to reduce additional burdens to an appropriate level and to support fair competition between all market actors concerned. The German Institute for Standardization, the German Commission for Electro-technical, Electronic & Information Technologies and the Association of German Engineers have conducted a review study with the aim of identifying fundamental needs for revising existing standards and for creating new standards - both of which are intended to support and accelerate the transformation of the current economy towards a Circular Economy. More than 700.000 normative documents were analyzed, and the results were discussed and consolidated with more than 1000 experts from manufacturers (organizations), consumer- and environmental organizations as well as from the public sector. As a result, more than 200 gaps in the standardization landscape were identified. In this study, we highlight and analyze the most important needs for standardization activities in the field of electrotechnical-, electronic- and ICT-products. In the discussion with the experts for electrotechnical-, electronic- and ICT products, it has been confirmed that a timely implementation of ambitious political decisions of a circular economy requires a normative basis to ensure its consistency. Furthermore, consensus between experts was that legislation in product regulation would be key and should not be extended to the area of waste legislation. As most important standardization activities accompanying product legislation, the following were identified: (i) creation of a set of indicators enabling a holistic assessment of product circularity, (ii) quality assurance of secondary raw materials and consumers awareness of the product circularity both enabled by appropriate analytics and (iii) clear regulation concerning product liability of repaired, refurbished or remanufactured products. One issue of relevance to all experts concerns the product safety, which must not, under any circumstances, decrease when changing product design to reach a higher degree of circularity. The mentioned and further standardization activities would be essential to kick the can down the circular economy road and are analyzed and summarized in this study.
The individual willingness to pay for sustainable products is significantly influenced by the climate crisis, but is also affected due to additional international crises as the still ongoing pandemic and the war in Ukraine. The better a product labelling is designed, the more likely consumers are to make a well-considered purchase decision at the point-of-sale, which in turn increases the product lifetime of the devices.
The results of this study are based on two consumer surveys with a total of 590 participants. Consumers were asked to make a simulated purchase decision based on the upcoming EU Energy Label for smartphones. Each consumer was presented comparison labels showing different aspects concerning durability (meaning charging cycles, robustness and IP class), repairability, energy efficiency and product price. In addition, there was a question on energy consumption, which was displayed either in Wh/h or in battery endurance per charge in hours.
The analysis of the survey shows a clear ranking of the preferred properties: 1. Durability as best option, Energy efficiency and Repairability as second and third choice. In all categories, a higher price was accepted in favor of a more environmentally friendly product design. When presenting the energy consumption in Wh/h, no reliable distinguishing between higher or lower values was observed. In contrast, higher values were clearly preferred when choosing between different battery runtimes.
Recommendations will be developed for adjustments to the upcoming EU Energy Label for smartphones and other product labels in the future showing circular economy aspects, such as the durability, repairability, recycled content used during production, recyclability or the total footprint of the product.
Im Rahmen des Vortrages wurde ein kurzer kurzer Einstieg in die Circular Economy und die Schnittmenge zur Politik, speziell der nationalen und europäischen Rechtssetzung gegeben. Weiter wurde an praktischen Beispielen gezeigt, wie Circular Economy bereits heute durch Normung gelingen kann und wo es Verbesserungsbedarf gibt. Außerdem wurde ein Überblick über bestehende und zukünftige Legislativvorgaben gegeben.
Der Vortrag umfasst eine Einsortierung der Circular Economy in der Normung, skizziert die Inhalte der DIN/DKE/VDI-Normungsroadmap Circular Economy bezüglich Digitalisierung, Elektrotechnik und IKT sowie Batterien und zeigt Schnittstellen zur Politik. Zum Schluss zeigt der Vortrag erste Ansätze zur Umsetzung der in der Normungsroadmap beschriebenen Normungsbedarfe.
Energy efficient products often have a higher purchase price than less efficient alternatives. However, the life cycle costs are often lower due to the lower operating costs. From a purely economic point of view, efficient appliances are not only more ecological but often also more economical and, accordingly, should be purchased more frequently than less efficient appliances. However, this is not always the case. Information deficits are one of the major reasons of this discrepancy: the purchase price is visible during the purchasing process, but the follow-up costs are not, at least not in their exact amount. The EU Energy Label can be considered as a solution to close this gap. During the past decades, there has been a discussion on whether it would be better to communicate the monetary costs associated with energy consumption, since their calculation by the consumer is difficult or needs a high level of cognitive effort.
In this study, experiments and field studies on a total of 19 product groups were evaluated with regard to the question of whether the indication of costs instead of physical units affects the decision-making process of the consumer. It has been assessed under which circumstances it might positively influence the purchase decision of the customer, i.e. helping him or her to arrive at a more “energy efficient” decision. Overall, the results indicate that monetary claims possibly exceed the effect of claims on a physical basis when the costs or the differences between the alternatives available seem “relevant” to the consumer.