Green Marketing
From the very start of EcoDesign and ‘green’ marketing have been big issues. Contrary to the results of a lot of opinion research, where a fair majority of consumers claimed to be interested in buying ‘green’, actual practice showed only limited success for environmentally friendly products. It was a niche market at best. A lot of communication styles have been tried: from sentiment about flowers, butterflies and smiling (or pitiful) seals up to doom and gloom, from ‘education of the consumer’ to communication of LCA scores, from green labels to telling that a ‘green lifestyle’ is better. None of them have worked. For Philips Electronics in the year 2000 it was time to dig deeper into this issue. The first ‘Green Flagship’ products, which were significantly greener than comparable products from the competition (and standard products of the own brand), were developed. Several questions arose: how to present them to the market in a positive way, how to circumvent prejudice that ‘green’ products were more expensive or had less quality, how to avoid being seen as a ‘green’ freaky company? Leads for the answers came from a combination of earlier internal research results and the work of Jacqueline Ottman, the green marketing ‘guru’ in the USA.
国际会议
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)
北京
英文
271
2009-11-28（万方平台首次上网日期，不代表论文的发表时间）