Environment versus industry: A case study of how the pulp and paper industry is responding to changing attitudes to the environment

‘Environment Friendly’ has become one of the most popular catchphrases of the 1990s and its implications are causing problems for many industries (The Economist, 1991a). The problems and response strategies vary from industry to industry and probably from country to country. In this study attention is focused on the pulp and paper sector in Europe. Pulp and paper is selected because for a long time it has been regarded as one of the most damaging industrial activities (Zavatta, 1988). The increasingly popular desire for a greener environment has exposed three particular problem areas for the pulp and paper industry: the production process; its supply of raw materials; and marketing strategy (Brown, 1991). Technology and consumer demand are the important variables that are dictating how fast, and to what extent the pulp and paper industry can respond and become more environment friendly. Pressures on the pulp and paper industry to improve its environmental performance are shown to emanate from three distinct groups. These environmental pressures have encouraged and are encouraging the industry to adopt new technology to improve both its production processes and the quality of its product. Environmental pressures also, have encouraged the industry, (armed with improved technology), to search for new sources of raw materials. Two of the most important developments have been the more widespread substitution of hardwoods for traditional coniferous softwoods, and the increasing trend towards the recycling of waste paper; wastepaper is now recycled more than any other commodity. Recycling of waste paper has further promoted new layers of industrial activity in the form of collection agencies, international trade and deinking installations. The combined result of all these developments is shown to influence the spatial and structural dynamics of the pulp and paper‐industry in Europe.