Journal
JOURNAL OF CLEANER PRODUCTION
Volume 15, Issue 6, Pages 567-576Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jclepro.2006.05.013
Keywords
ecolabel; green marketing; promotion; green consumer; environmental policy
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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. (c) 2006 Elsevier Ltd. All rights reserved.
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