Beyond ecolabels: what green marketing can learn from conventional marketing |
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| Institution: | 1. University of Beira Interior, Department of Management and Economics, NECE, Estrada do Sineiro s/n, 6200-209 Covilhã, Portugal;2. Bournemouth University, Faculty of Science & Technology, Poole Dorset, BH12 5BB Bournemouth, United Kingdom;1. Department of Service Management, Lund University, Sweden;2. Centre for Consumer Science, University of Gothenburg, Sweden;1. Faculty of Business, Economics & Accountancy, Universiti Malaysia Sabah, Jalan UMS, 88400 Kota Kinabalu, Sabah, Malaysia;2. Department of Languages, Literatures & Cultures, University at Albany, State University of New York, 1400 Washington Ave., Albany, NY 12222, USA |
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| Abstract: | 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. |
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