Knowledge,need and demand of eco-labelled upholstery fabrics at Svensson Markspelle, Ludvig Svensson

Abstract: Due to greater awareness of the need to conserve the world's resources - one direction is to promote products with less environmental impact during manufacturing processes. There are different perspectives to understand what is driving this development towards environmental production. On one hand, producers manage their production with less environmental impact either of an integrated environmental management of the company or because of regulatory requirements in steering manufacturing, especially under circumstances in Sweden. The development may also be because of responding to market demand for eco-labelled prod-ucts. My case studies have two approaches of qualitative research in order to answer the research questions: The first angle, makes a description of how a company has adapted to environmental production conditions, and examine the product development process and the choice of implementing product groups in its range. The second angle is from a customer perspective, exploring choices of specific products. The study begins with the producer Lud-vig Svensson AB and their brand Svensson Markspelle of their eco-labelled furniture fabrics and then followed by a comparison of the different kind of customers within the brand. The findings of the thesis revealed that, Ludvig Svensson has adjusted to a sustainable production since before the implementation of an eco-label. It also shows that there is a need for greater information about the company’s environmental work out to customers as eco-labels is limited in its message as a communication tool, regardless whether the eco-label is part of the ongoing environmental work or not. More customer-oriented information could make a difference as an eco-label is a simple message for complex conditions. There is also an op-portunity to increase knowledge. However, it is important to emphasize that although the organization Ecolabelling Sweden has a responsibility to raise awareness about eco-labels they certify for. Findings of the customer study showed that the choices that govern the public environment are complex. At many times other requirements such as washability, durability and flame resistance are put higher than the choice of an upholstery fabric. To be envi-ronmental friendly in product selection is not just about choosing a product with minor envi-ronmental impact, but high quality is such as great environmental choice. The study also showed that there are general aspects that are problematic to make environmentally con-scious choices and the obstacles of lack of knowledge in some areas come from several directions with regard to conditions in the public procurement.