Beyond ecolabels: what green marketing can learn from conventional marketing
Journal article, 2007

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.

Green consumer

Environmental policy

Promotion

Green marketing

Ecolabel

Author

Emma Rex

Chalmers, Centre for Environment and Sustainability (GMV)

Chalmers, Energy and Environment, Environmental Systems Analysis

Henrikke Baumann

Chalmers, Energy and Environment, Environmental Systems Analysis

Chalmers, Centre for Environment and Sustainability (GMV)

Journal of Cleaner Production

0959-6526 (ISSN)

Vol. 15 6 567-576

Subject Categories

Economics and Business

DOI

10.1016/j.jclepro.2006.05.013

More information

Created

10/6/2017