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Design for Environment as a Tool for the Development of a Sustainable Supply Chain pp 305–337Cite as

Enviromental Marketing and New Product Development

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Abstract

In this chapter topics related to environmental marketing and new product development have been analyzed. During our research, we could see that, despite being the source of much activity and considerable research, green marketing gives the impression of being significantly unsuccessful. This can be compared to the beginning of the 1990s when green marketing was in fashion and consumers were expressing an environmental concern and a readiness to buy green products. For environmentally orientated products to succeed, they will need to be effective in terms of their marketplace performance. In today’s increasingly eco-friendly world, companies involved in a supply chain have an on-going challenge to identify the right focus for their products’ green attributes. Consumers are interested but often unsophisticated with their understanding of priority issues—for example, 73% of people think a home cleaning product is green if its packaging is made out of recycled materials while 36% think a home cleaning product is green if it is sold in less packaging (Frechette 2009). So, when it comes to greening its products, what direction is a company to take? Environmental leaders focus on offering more product value with less environmental impact. Leaders also use a strategy based on corporate vision and commitment to improvement and innovation rather than reaction to the market. Some sustainability leaders have focused on developing the optimal tool to prioritize goal-setting and execution during product design. Jennifer Cooper and a team of other experts at Five Winds International (Frechette 2009) have been working with one client to come up with a reliable way for the company to establish and measure product claims against a multitude of brands serving diverse market sectors. The result is a multi-functional scorecard that systematically allows the brand to set goals, measure the products’ environmental impacts, and improve its design. Other industry leaders, such as Philips, SC Johnson, Johnson & Johnson, and Armstrong, also have programs to measure and reduce impacts that are significant to them and their customers. While the measurement factors may differ with each company (energy efficiency vs. sustainably grown wood, for example), the end results are the same: more product value, less environmental impact.

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Authors and Affiliations

  1. Dipartimento di Ingegneria Industriale e Scienze Matematiche, Università Politecnica delle Marche, Via Brecce Bianche, Ancona, Italy

    Prof. Maurizio Bevilacqua & Prof. Giancarlo Giacchetta

  2. Facoltà di Scienze e Tecnologie, Libera Università di Bolzano, Piazza Università 5, Bolzano, Itlay

    Prof. Filippo Emanuele Ciarapica

Authors
  1. Prof. Maurizio Bevilacqua
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  2. Prof. Filippo Emanuele Ciarapica
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  3. Prof. Giancarlo Giacchetta
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Correspondence to Maurizio Bevilacqua .

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Bevilacqua, M., Ciarapica, F.E., Giacchetta, G. (2012). Enviromental Marketing and New Product Development. In: Design for Environment as a Tool for the Development of a Sustainable Supply Chain. Springer, London. https://doi.org/10.1007/978-1-4471-2461-0_14

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  • DOI: https://doi.org/10.1007/978-1-4471-2461-0_14

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  • Print ISBN: 978-1-4471-2460-3

  • Online ISBN: 978-1-4471-2461-0

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