For quality or awards?

Puji Astuti, The Jakarta Post, Contributor

How many of you and your neighbors have no refrigerators at home? How many of us do our laundry without the use of harmful detergents? How many of us use plastic products and later throw them away?

We all know the answer and the sort of damage we are indirectly responsible for every day to our environment. But it is so difficult to refrain from using such convenient-but-harmful items in our life.

The above prelude might help illustrate our careless attitude towards the environment.

The issue has long been known to many, such as people in western countries, NGOs and nature lovers, but is still relatively new to some. The environmentalists endlessly urge people from all walks of life, from consumers to producers, to always weigh the consequences, of any products and services we use or produce, with a proper regard for the environment.

"In our society, such awareness has not developed into a culture, whereas it is high time for us to begin conserving from the smallest things. Otherwise, we and our future generation will end up suffering the most," said Ilyani A. Sudrajat, a researcher at the Indonesian Consumers Foundation (YLKI).

People in developed countries are already in love with environmental-friendly terms, such as "biodegradable", "recyclable" and "reuse", hence it is only natural that they apply very strict standards for services, products and their manufacturing processes.

It is difficult for services and products not conforming to these standards to enter these countries. The standards meant here are stipulated in the International Standard Organization (ISO). The ISO 14000 series is used for environmental standards for products and services.

Though it has become an absolute prerequisite, the desire to acquire this certificate is still very low here in Indonesia.

Maleco and Sucofindo - two companies accredited by the National Standardization Body (BSN) for the issuance of the ISO 14000 certificates - have recorded only 22 companies with such certificates.

This situation is quite embarrassing, because in 2003 the world will completely turn into a free market, which will consequently impose strict product and process standards.

"In facing global free trade, we have stipulated certain standards for industrial products: ISO 9000 and ISO 14020 for raw materials and the production process must strictly adhere to the stipulations in ISO 9000 and ISO 14001," said BSN promotion head Budi Rahardjo.

Therefore, being awarded an ISO certificate would enhance a company's competitiveness, particularly among customers in developed nations.

PT Mustika Ratu, a leading traditional herbal medicine and cosmetics manufacturer, for example, recorded an average increase of 24 percent in its sales this year after being granted an ISO 14000 for environment-friendly work.

"Apparently the clamor in the country's economics and politics did not affect Mustika Ratu, as it has shown a positive and assuring growth," said Mooryati Soedibyo, the company's president director.

But not all companies strive to apply the standards of ISO 14000 to increase their sales.

PT Sony Indonesia, for example, according to K. Morisawa, its marketing advisor, applies the environmental management standards (ISO 14001) not to increase sales, but to conform to the standards laid down by its parent company, Sony Group in Japan.

PT Aneka Tambang has another reason. Its director, D. Aditya Sumanagara, said his company implements ISO 14000 to realize its vision and mission in producing quality products while at the same time caring for and preserving the environment.

In the petrochemical industry, PT Tri Polyta is the first company to be awarded an ISO 14001 certificate here. They use polypropylene, a transparent glass-like material, which is cheaper and safer for the environment.

In the automotive sector, PT General Motors Indonesia, is one company with a strong commitment toward the environment. After acquiring the ISO 9002 in 1998, they are now upgrading the standards of operations to the level of ISO 14001.

In addition to those examples of companies complying to certain standards, several international and domestic NGOs are also actively promoting the care for environment. Kehati, for instance, and NGO working for a clean world, presents the Kehati Award annually. For its 2001 award, PT Sido Muncul came up as the winner in the "Peduli Lestari (Care and Preserve) category.

Since 1992 this manufacturer of herbal medicine has integrated cultivation and development of medicinal plants into its economic mission. The company has also experimented with developing medicinal plants using in-vitro cultivation methods and cultivation of rare and new plants, which have a high market value. The solid waste produced at the PT Sido Muncul factory is a number of by-products including processed animal food, soil for growing edible mushrooms as well as organic fertilizer, while the liquid waste is used to "water" medicinal crops on the factory's grounds.

Now, what about us, the average consumer? Whatever our attitude, it will and should have an effect on the attitudes of businesses toward the environment.