The “Blue Angel” is not applied for in the area of major domestic appliances („white goods“). Therefore, the study aims at analysing the reasons for the lack of applicants and findings ways to increase acceptance of voluntary eco-labels.
Based on empirical research (producer survey, interviews, workshop) the study reveals that the existence of the mandatory energy label, the ecological progress made in the sector, and the importance of strong brands for sales strategies and purchasing decisions reduce suppliers’ interest in voluntary labelling.
Recommendations refer to criteria development, application procedures and costs, advertising strategies and measures for stimulating demand for labelled products. Finally, a ‘radar’ is proposed which is to assist discussions on the selection of product groups for the Blue Angel scheme, e.g. within the jury eco-label or in feasibility studies.