Beyond ecolabels: what green marketing can learn from conventional marketing
Artikel i vetenskaplig tidskrift, 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

Ecolabel

Green marketing

Environmental policy

Promotion

Författare

Emma Rex

Chalmers, Göteborgs miljövetenskapliga centrum (GMV)

Chalmers, Energi och miljö, Miljösystemanalys

Henrikke Baumann

Chalmers, Energi och miljö, Miljösystemanalys

Chalmers, Göteborgs miljövetenskapliga centrum (GMV)

Journal of Cleaner Production

0959-6526 (ISSN)

Vol. 15 567-576

Ämneskategorier

Ekonomi och näringsliv

DOI

10.1016/j.jclepro.2006.05.013