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Beyond ecolabels: what green marketing can learn from conventional marketing

Emma Rex (Institutionen för energi och miljö, Miljösystemanalys ; Göteborgs miljövetenskapliga centrum (GMV)) ; Henrikke Baumann (Institutionen för energi och miljö, Miljösystemanalys ; Göteborgs miljövetenskapliga centrum (GMV))
Journal of Cleaner Production (0959-6526). Vol. 15 (2007), 6, p. 567-576.
[Artikel, refereegranskad vetenskaplig]

Ecolabels have emerged as one of the main tools of green marketing. Although a great deal of effort has been invested in making them more effective and efficient, the market share of ecolabelled products is still low, partly because they have been addressed mainly to ‘green’ consumers. In a theoretical exposition of marketing theory, we find that green marketing could learn from conventional marketing in discovering other means than labelling to promote green products. Examples include addressing a wider range of consumers, working with the positioning strategies of price, place and promotion and actively engaging in market creation.

Nyckelord: Ecolabel, Green marketing, Promotion, Green consumer, Environmental policy



Denna post skapades 2006-12-19. Senast ändrad 2014-09-02.
CPL Pubid: 24441

 

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Institutioner (Chalmers)

Institutionen för energi och miljö, Miljösystemanalys
Göteborgs miljövetenskapliga centrum (GMV)

Ämnesområden

Ekonomi och näringsliv

Chalmers infrastruktur

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