Eco-labelling as a marketing tool for green consumerism

• Journal: Global Academic Society Journal: Social Science Insight, Vol. 1, No. 3, year 2008, pp. 25-36.
• Author(s): Loreta Golubevaitė
• Category: Social Science Insight II
• Keywords: typical green consumer, green consumerism, eco-labels, eco-labelling, green marketing

Abstract

“Going green” has become the most topical and fashionable trend during the last decade. Many companies throughout the world have claimed their ecological responsibility and rushed to implement desires of constantly increasing community of green consumers.
The aim of the article is to reveal importance of eco-labelling as a marketing tool for green consumerism. The article provides an exhaustive profile of typical green consumer. It analyses the whole spectrum of environmentally related “consumer colours” basing on findings of such authors as Torjusen et al. (2004), Bibbings (2003) and Newell (2001); draws profile of green consumer basing on definitions from Peattie (2001a), Zarnikau (2003), Bui (2005) and Ryan (2006); and generalizes the most common characteristics and behavioural features of this consumer group.
Researches show, that eco-labelling is a crucial factor in customer choice on purchasing environmentally friendly products. Eco-label verifies the ecological features of products and thus is an important marketing tool for reaching green consumers. World-wide examples of eco-labels are given in this article. However, businesses must keep in mind that improper application of ecolabelling may cause the opposite effect. Therefore, importance of marketers' communication with green consumers are emphasised in this article.