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Recognition of the
Oeko-Tex label has almost doubled
In the last four years, recognition of
the label "Confidence in textiles – tested for harmful substances according
to Oeko-Tex Standard 100" has almost doubled. This is the conclusion of
a representative survey carried out for the German Oeko-Tex Certification
Centre by the GfK market research company, Nuremberg, between 6 and 13
October 2006, among 1046 people in Germany above the age of 14. In this
survey on textile quality markings, 46% or nearly half of all those asked
said that they had seen the Oeko-Tex test label at least once. In 2002
the label was only known to 24% of the population.
Regarding the relative importance of particular aspects when people are
buying textiles, the quality (89%) and price (86%) of the product are
still the highest priorities for consumers. However, the skin-friendliness
of clothing and other textile articles is already in third place, with
79%. This quality feature has gained in importance since the last survey,
as have the factors "textiles tested for harmful substances" (55% compared
with 42% in 2002) and "environmentally-friendly production" (45% compared
with 35% four years ago). In general, then, it can be said that the population
is clearly becoming more sensitive to the questions of environmental protection
and whether textiles are harmful to health. Both of these are issues with
which the Oeko-Tex Association has been actively engaged since the 1990s,
with its testing for harmful substances under Oeko-Tex Standard 100 and
the certification of environmentally-friendly production facilities under
Oeko-Tex Standard 1000.
According to the GfK survey, the only quality marking currently more well
known than the Oeko-Tex Standard 100 is the "Blauer Engel (Blue Angel)",
which 49% of the people asked claimed to know about. This mark is mainly
used for paints and dyes, wallpaper, paper products and wet cleaning products
for textiles etc. The fact that it is so well known is the result of about
25 years' of hard work in the field of ecologically optimised non-textile
products and services. Quality seals similar to Oeko-Tex, such as the
"Grüner Baum (Green Tree)" of the Otto mail-order company, "TCM" from
Tchibo, "Hess Natur", "Tox-proof" from the Rheinland TÜV (Technical Control
Board) or "With care from C&A" are well behind the "Confidence in Textiles"
label, according to the rankings by the market researchers, and, apart
from one, have levels of recognition of less than 11%. The survey confirms
once again the observation that women are far more familiar with textile
quality markings in general than men, and that they are therefore more
likely to take them into account in their purchasing decisions. Overall,
though, only 18% of all those interviewed said they took account of these
product labels when buying textiles. This is far exceeded for the Oeko-Tex
Standard 100: in this case, the label was said by 28% of the consumers
questioned to be an important aid when buying textiles and clothing, which
puts it in the lead by comparison with other quality marks available on
the market.
With regard to how well the textile label is understood in relation to
its key claims, the Oeko-Tex Standard 100 is also in the lead in the label
rankings produced by the GfK researchers. For example, 55% of those asked
knew that products with this marking are "free from harmful substances"
and "better for my skin". A further 54% thought that the label was a "reliable
quality seal", 52% knew that Oeko-Tex certificated products are inspected
"by an independent testing centre", and 51% said that the testing was
carried out "according to strict guidelines". None of the other three
textile quality markings chosen for comparison ("With care from C&A",
TCM, "Grüner Baum") came anywhere near these percentages, meaning that
the label was not so clearly identified with its key messages. These figures
show that the "Confidence in Textiles" label is not only the best-known
quality marking for textile products of all kinds that have been tested
for harmful substances, but is also the most transparent, with the clearest
distinctive features for the consumer. Anyone who is interested can find
more information about the Oeko-Tex Standard 100 on the Internet at www.oeko-tex.com.
If you click on the menu item "News", you can also download a summary
of the main results of the GfK survey on textile quality seals.
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