Eco-labeling – marketing perspective
Date Issued
2012
Date
2012
Author(s)
Gromowski, Lukasz
Abstract
Eco-labeling, visual differentiation of environmental friendliness in form of symbol or logo placed on product package, from its inception was analyzed primarily from environmental and policy-making perspective. Recent rapid growth in green product market and corresponding increase in use of eco-labels caused perceptual shift and introduced marketing perspective. This thesis attempts to analyze eco-labels as tool of green marketing, it presents extensive review of status quo knowledge about eco-labeling in both theoretical and practical aspects.
Increasing awareness of environmental issues has led to emergence of green consumerism and in consequence green consumers who seek environmentally sound products. With rising demand for environmentally friendly green products companies started to include green features and communicate new product benefits through various green marketing methods including eco-labels.
Eco-labels also referred to as environmental labels, green labels or sustainability labels,come in variety of forms, different eco-labeling models vary depending on aspects like compulsoriness, attributes, sector coverage, geographical scope, ownership, character, certification type, pass type, etc. Additionally, not only products can be eco-labeled, but also services and processes.
Looking at eco-labels from marketing perspective helps understand possible alignment opportunities with various green marketing strategies. In order to understand why and how eco-labels work thesis analyzes green purchase process and relevant factors, identifying set of indicators further used to assess label ability to influence customer''s choice. Eco-label adoption process and design principles complement marketing view.
Branding perspective shows how green brand positioning methods can employ eco-labels. Concepts of label equity and marginal label effect are being introduced to reveal similarities between label and brand, co-branding perspective on eco-labeling follows. Thesis takes step further and employs classification of cooperation and co-branding activities in order to present various relations eco-labels can develop with brands.
Thesis also engages in analysis of eco-labeling effectiveness, which is especially useful for marketing practitioners and business owners. Various labeling models and consumer groups are being reviewed, data about real-life effectiveness of eco-labels across various industries and regions is being synthesized and analyzed.
Finally, thesis addresses current trends and possible future development directions of eco-labeling. After systematization and analysis of fragmented and dispersed data concerning eco-labels the broad picture of eco-labeling is being presented. Thesis offers up-to-date synthesis of the most important theoretical developments in this domain, as well as new ideas on how to analyze eco-labels. Meanwhile various types of eco-labels and their respective effectiveness under different circumstances is being discussed which can be useful when considering adoption of eco-labels by a company.
Subjects
eco-label
eco-labeling
green marketing
eco-consumerism
co-branding
Type
thesis
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