Green Marketing of Consumer Electronics

摘要：

Green marketing’ strategies and Eco-labeling schemes for Consumer Electronics products have been relatively unsuccessful so far. Analysis of consumer behavior confirms that only approx. 25% of consumer is sensitive to specific ‘green’ performance of products. A vast majority is prepared to give up their prejudice that ‘green’ products cost more (or perform less) at the moment other benefits are linked to environmentally friendliness and vice versa. On the basis of this analysis, the role of ‘green’ in product creation processes and in business has been repositioned. This leads to new strategies in which ‘green’ brand image and benefits-from-the-perspective of the consumer play a key role. The example of Philips Consumer Electronics shows that such strategies are successful in the market.

作者: Ab Stevels

会议类型: 国际会议

会议名称: The 4th International Conference on Waste Management and Technology(第四届固体废物管理与技术国际会议)

会议地点: 北京

会议语种:英文

页码: 272-279

在线出版日期: 2009-11-28（万方平台首次上网日期，不代表论文的发表时间）