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Green marketing or green wash?: A comparative study of consumers' behavior on selected Eco and Fair trade labeling in Sweden
KTH, School of Architecture and the Built Environment (ABE), Urban Planning and Environment. (Environmental Engineering and Sustainable Infrastructure)
KTH, School of Architecture and the Built Environment (ABE), Urban Planning and Environment, Environmental Strategies.ORCID iD: 0000-0001-7040-4623
KTH, School of Architecture and the Built Environment (ABE), Land and Water Resources Engineering.
2010 (English)In: Journal of Ecology and the Natural Environment, ISSN 2006-9847, E-ISSN 2006-9847, Vol. 2, no 6, 104-111 p.Article in journal (Refereed) Published
Abstract [en]

Green marketing is in the focus of present marketing strategy due to the pressure that comes from inclined environmental awareness in the global climate change. Different initiatives have been considered to support environmental programme and practices and one of the meaningful business initiatives is eco or fair trade labeling. Eco-label provides the information of product contribution in the context of environmental burden to the consumers. Different label initiatives are available in the present business market as a provider of ‘white goods’, however, the basic principles of the label initiative are ignored in most of the business practices. The study compared eight selected eco-brands which were used on the Swedish market. Comparison was based on environmental justice and ecosystem services perspectives. The study showed that most of the eco brands do not comply with environmental justice and ecosystem services in their label policy initiatives. Moreover, there is a gap between policy and practices. Questionnaire survey showed that environment is an important criterion for consumers while purchasing consumer products. Eco-label is an important tool; however, this tool is not communicating to consumers to its expected role.

Place, publisher, year, edition, pages
Academic Journals , 2010. Vol. 2, no 6, 104-111 p.
Keyword [en]
Green marketing, eco-label, consumer behavior, environmental justice.
National Category
Natural Sciences
Identifiers
URN: urn:nbn:se:kth:diva-50240OAI: oai:DiVA.org:kth-50240DiVA: diva2:463670
Note
QC 20111220Available from: 2011-12-20 Created: 2011-12-03 Last updated: 2017-12-08Bibliographically approved

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CiteExportLink to record
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Citation style
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  • de-DE
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Output format
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