Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products

Ottman, Jacquelyn; Stafford, Edwin R.; Hartman, Cathy L.

doi:10.3200/envt.48.5.22-36

Cited by 476 publications

(422 citation statements)

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“…This argument can also be linked to the assertion by Ottman et al (2006) that the success of sustainability efforts depends upon creating and delivering consumer desired value in the marketplace that consists of both green and non-green benefits. In 92 other words, the focus should be on the purchase decision, rather than on the green consumer.…”

Section: The Price Sensitivity Of Marketsmentioning

confidence: 99%

“…Ottman, Stafford and Harting (2006) It appears that green marketing must satisfy two objectives: improved environmental quality and customer satisfaction. It is a common pitfall for companies to manage products rather than meeting customer needs (Ottman et al, 2006), and it can be argued that the success of a company's efforts to promote green products and services is thus dependent to a large extent on offering both 'green' and 'non-green' consumer value, such as convenience, cost saving and performance.…”

Section: Defining Consumer Valuementioning

confidence: 99%

“…This could impact on the willingness of the consumer to engage with the grocery retailer on sustainable consumption initiatives. Yates (2008) has suggested that that behavioural 'lock-in' to unsustainable consumption patterns can be a result of economic constraints.This argument can also be linked to the assertion by Ottman et al (2006) that the success of sustainability efforts depends upon creating and delivering consumer desired value in the marketplace that consists of both green and non-green benefits. In 92 other words, the focus should be on the purchase decision, rather than on the green consumer.…”

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confidence: 99%

“…Communications need to be focused on all relevant touch points, with careful thought as to which types of encounters support cognition, emotion and action-based learning with them. Communications therefore need to focus on consumer needs and interests with respect to the environment, such as around reduced packaging and recycling, as well as resonating with consumer values -32 convenience, ease-of-use, and cost saving (Ottman et al, 2006), thereby empowering the consumer in the value-co-creation experience.These management implications support the arguments made in the review of the literature regarding the necessary elements of co-creation, however, this study argues that the conceptual framework still does not elaborate on the practical steps or tools of co-creation. It is therefore the purpose of this study to explore potential tools for co-creation.…”

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confidence: 99%

“…Thus, as consumer concern for the environment is increasingly translating into a demand for more sustainable product options, and with business being a people-to-people exchange of goods and services, the growing influence of consumers is an important resource to be tapped into in order to enhance the environmental performance of product and service offerings (Isaak, 2002). To this end it can be argued that business needs to work closely with consumers to redefine the value that is offered to them, aligning corporate strategy with a vision of a sustainable future.Ottman, Stafford and Harting (2006) It appears that green marketing must satisfy two objectives: improved environmental quality and customer satisfaction. It is a common pitfall for companies to manage products rather than meeting customer needs (Ottman et al, 2006), and it can be argued that the success of a company's efforts to promote green products and services is thus dependent to a large extent on offering both 'green' and 'non-green' consumer value, such as convenience, cost saving and performance.…”

mentioning

confidence: 99%

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The Application of Value Co-Creation in Advancing Solutions to Sustainable Consumption

Chipp

Verran

2014

The Sustainable Global Marketplace

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The environmental sustainability challenges faced by society represent a discontinuity that requires new systemic ways of thinking and approaching problems. For business and consumers this entails finding new ways of creating value. In this respect, this study argues that an important source of value lies in efficient service co-creation between business and consumers in the consumption process. To this end, this study set out to explore the potential of business-to-consumer co-creation to advance solutions to sustainable consumption in the grocery retail setting.Exploratory qualitative research was conducted with grocery retailers and environmentally conscious consumers to gain insights into the types of initiatives that are important with respect to sustainable consumption. The willingness of business and consumers to work together to co-create solutions was gauged, and potential processes and mechanisms for co-creation were explored.The research found that both grocery retailers and consumers recognise sustainability as a systemic issue and welcomed the notion of co-creating solutions. However, the overarching narrative of the research findings with respect to the how of co-creation is that the market may not yet be ready. Retailers are driving sustainability initiatives across the supply chain, with consumers occupying a relatively passive role. This study argues that co-creation represents a fundamentally new paradigm that poses the challenge of a new orientation for the business-to-consumer relationship.ii AcknowledgementsAs MBA students we are constantly eager to learn and grow, which entails stepping out of comfort zones and into new challenges. The research journey has provided the opportunity to challenge my thinking in new ways; this has been a privileged opportunity and I wish to thank GIBS for the high standards to which we aspire.In particular, I wish to thank my research supervisor, Kerry Chipp, for your inspiration and valuable guidance in this journey. Thank you for sharing your deep knowledge and insights with respect to my research and the discipline of academic research. Your sincere interest and commitment to my progress are tremendously appreciated.To Donald Gibson and the Transnet Programme in Sustainable Development, thank you for your most generous support and contribution which has been instrumental in enabling me to conduct my research.The sustainability imperatives that society faces today represent a discontinuity that challenges us to explore new ways of coming up with solutions. It is these imperatives that have motivated and inspired me to do research in this field. Thank you to each of the individuals who kindly made time available to participate in my research.Thank you to my family and friends for your interest in my research and your unwavering support along the way. The ability to share my research interest and thoughts with you has been an invaluable help. To my fellow MBA compatriots, it has been an incredible experience to share this journey with you."For where yo...

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Section: The Price Sensitivity Of Marketsmentioning

confidence: 99%

Section: Defining Consumer Valuementioning

confidence: 99%

mentioning

confidence: 99%

mentioning

confidence: 99%

mentioning

confidence: 99%

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