The development of low solvents and solvent-free coatings

This section will discuss the evolution of the legislation on VOCs and the existing methods to cut VOC emissions. It will analyze the specific issue of the diffusion of waterbased paints in two segments of the industry, namely decorative paints and vehicle paints. In the UK, the Department of Trade and Industry considers that the paint and print industries constitute about 10% of total emissions. Petrol engines are the biggest contributors to emissions (about a quarter of the total), closely followed by the oil industry and agriculture (Table 2 shows the relative rankings). 

Different techniques are available to cut VOC emissions. End-of-pipe technologies of course were the first solution introduced by the industry, and still are the most common (Interview, 1999). Various filtration, destruction and recycling techniques continue to be applied in decorative paints manufacturing plants. Akehurst (1997) discussed in detail the various techniques available to destroy VOCs. First, he considered thermal oxidation and catalytic incineration. 

The discussion of the two cases presented below (diffusion of waterbased paints in the decorative and industrial paints businesses) should be seen in the context of the model discussed by Ashford, Ayers and Stone (1985). Paints are a fairly mature line of business, which is nevertheless characterized by the persistency of product innovations. It is argued that innovations in the decorative paints business might have more to do with marketing and creation of new customer niches, than with new formulations. However, new formulations can be achieved, and raw materials suppliers exist to provide inputs to producers innovative efforts. What matters most to this industry though, is customers needs and access to customers (Interview, 1999). In addition to supply side considerations, the demand for cleaner products and technologies is pivotal in this industry. Accordingly, the examples presented below focus on the role played by customers in shaping the industry response to 

---