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Green Purchasing & Green Marketing

GREEN MARKETING CONFERENCE 17th OCTOBER 2006 ,SEOUL. Green Purchasing & Green Marketing. Prof. Hideki Nakahara Musashi Institute of Technology Chair of GPN Japan. How much is enough?. These matter changed our Lifestyle during 20 century in Japan!!.

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Green Purchasing & Green Marketing

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  1. GREEN MARKETING CONFERENCE17th OCTOBER 2006,SEOUL Green Purchasing & Green Marketing Prof. Hideki Nakahara Musashi Institute of Technology Chair of GPN Japan

  2. How much is enough?

  3. These matter changed our Lifestyle during 20 century in Japan!! 1st Convenience Store 2nd Mobile phone 3rd Internet 4th Television 5th Computer 6th Micro wave Ouven 7th Computer Game 8th Car 9th Credit Card 10th First Food

  4. Products and Services Acceptance Sustainable Development Sustainable Society Sustainable Production WSSD Sustainable Consumption

  5. Economy Environment Society Life Cycle Approach LCA LCC Eco Efficiency Function Based approach PSS Market Life Style Clothing Product(BtC) Housing Quality of Life Producers Network (BtB) Acceptability Households Leisure Product(BtG) Mobility Happiness Social Infrastructure Eco Label Green Procurement Concept IPP EPP Tool Policy Government Value

  6. Do You Prefer to Buy Eco-Products? Not motivated by environmental aspects Buying only eco-products １％ ６％ Taking into account environmental aspect to some extent as well as other aspects Preferring eco-products as much as possible ４３％ ５１％ Year ２００1

  7. Various Environmental Labellings Considering whole life cycle Focusing specific aspect(s) SYMBOL GPN Data Base DATA Energy Saving Catalog Type Ⅲ Label Low Emission Vehicle Guidebook JAMA Information on Motorcars JEMA Information on Home Appliances

  8. Product Related Information Used by Green Institutional Purchasers Eco Mark （ISO TypeⅠLabel） 88% GPN Guidelines/Database 48% Symbols from Third parties 43% Criteria of Green Purchasing Law 33% Self Declaration Label 23% ISO Type Ⅲ Label（e.g Eco-Leaf） 7% Source: ＧＰＮ “Green Purchasing Questionnaire Survey”(２００３）

  9. Green Procurement in Business Sector Already implemented No plan 18% 57% 25% Consider to introduce 2,524 respondents (large sized companies) Survey by MoE Japan in 2005

  10. Effect of Green PurchasingGPN Annual Suppliers Survey, Japan 2001 Survey • 74% of 673 supplier companies responded “sales amounts of green products have increased in the past couple of years”. • 75% have increased green products brand. 2002 Survey • 74% of 802 suppliers responded “customers’ interest in green products has increased. 2003 Survey • 58% of 722 suppliers responded “green products sales have increased in the past year”. • Domestic market size of green products is roughly estimated at 50 trillion yen.

  11. Market Size of Environmental Business of Japan Government estimates 47 trillion yen (4,200 billion US$) in 2010. (Trillion yen) Source: MoE Japan 2003

  12. Green Purchasing Guidelines for 15 Products and Service Areas Products • Printing and Copying Paper • Copiers, Printers, Facsimiles • Personal Computers • Stationery and Office Supplies • Office Furniture • Motor Vehicles • Refrigerators • Washing Machines • TV Sets • Air Conditioners • Toilet and Tissue Paper • Lighting Equipment • Uniforms and Work Wear Services • Offset Printing Service • Hotels and Inns Suppliers Evaluation Checklist

  13. Target fields of Green Purchasing Motorcar Hotel & Meeting Printing Office Supply Paper Products Services Distribution PC Printer Cleaning Parts and Materials Furniture Work wear Electricity Energy Banking Canteen Catering Food Construction Lighting Electric Appliance

  14. Information Found in GPN-Database Users can get and compare environmental performance information for hundreds of registered brands. Example for “Copiers” Brand name Company Copying speed Energy Star GP Law conformity Power consumption for stand-by and off mode Two-sided copying Use of recycled plastics Use of reused parts Toner cartridge recycling Use of PVC Eco-Label certification Price Information format is consistent with relevant GPN Purchasing Guidelines

  15. GPN DB - Registered Products

  16. Score System of Eco-Challenge DB • Performance is indicated with radar chart • 89 check points are classified into 5 categories • For each category, score of 0 - 5 is calculated Policy & EMS Green purchasing Waste management Energy/water conservation Food & Beverage related

  17. Role of GPN in the Market Green Products & Information Purchasers Suppliers Green Purchasing Products Information ＧＰＮ Products Information Data Base Guideline for Purchasing Guideline for product development Guideline Participation in Consensus building process Participation in Consensus building process Common guidelines Comparable product information

  18. Next Decade of the GPN • Promote green purchasing among individual consumers as well as institutional purchasers • Educate pupils and school teachers • Provide more information focusing on food, clothes, house, and various services • Launch local networks and support their activities targeting SME, municipalities, and consumers • Diffuse green purchasing globally

  19. Conclusions • Customers already started green purchasing/procurement across the world and had made reasonable successes. • Businesses are increasingly required to supply eco-products, eco-components, and eco-services from customers throughout the supply chain. • To be competitive in the global market, businesses should enhance environmentally sound management, development of eco-products, and green purchasing.

  20. Green purchasing & Green Business Green purchasing Green market Purchaser Business Win-Win Eco-design, LCA, EMS Individuals Governments Corporations Green product Green Purchasing encourage environmentally conscious Management and eco-product development through the market

  21. Economy Environment Society Life Cycle Approach LCA LCC Eco Efficiency Function Based approach PSS Acceptability Market Life Style Clothing Product(BtC) Housing Quality of Life Producers Network (BtB) Households Leisure Product(BtG) Mobility Happiness Social Infrastructure Eco Label Green Procurement Concept IPP EPP Tool Policy Government Value

  22. Talk the Walk、UNEP

  23. Find Fundamental Solution by Changing the Input Make the input green Reduce the output Reduce input Non-hazardous material Easy-to-recycle Energy saving Resource saving Waste Pollution Hazardous substances Carbon Dioxide Recycledmaterial Recycling

  24. Thank you for your kind attention. GPN Website : http://www.gpn.jp

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