Page 45 - Hojnik, Jana. 2017. In Persuit of Eco-innovation. Drivers and Consequences of Eco-innovation at Firm Level. Koper: University of Primorska Press
P. 45
Eco-innovation 45
ISO 14001 and EMAS), Frondel et al. (2008) find that the EMS adop-
tion strongly correlates with an expected enhancement of corporate im-
age, while it is negatively linked to the expected cost savings (EMS adop-
tion can be assumed to be costly). Moreover, neither the occurrence of
environmental incidents nor environmental regulatory compliance seem
to be effective drivers for spurring EMS adoption, although those two
drivers effectively induce eco-innovation and abatement activities (Fron-
del et al. 2008).
Marketing eco-innovation
Marketing innovation is the implementation of a new marketing meth-
od involving significant changes in product design or packaging, prod-
uct placement, product promotion or pricing (OECD 2005; EIO 2013a).
Eco-innovation in marketing comprises new ways of integrating envi-
ronmental aspects in communication and sales strategies (OECD 2009).
For example, a company improves a general product, then further devel-
ops it and/or sells eco-efficient products through better market research,
contacting its consumers directly and using marketing practices that ap-
peal environmentally aware consumers (OECD 2009). Therefore, mar-
keting eco-innovation tends to discover which marketing techniques can
be used to stimulate people to buy, use or implement eco-innovations;
thus, it involves changes or development in product design or packag-
ing, product placement, product promotion, pricing and also eco-labeling
(EIO 2013a). In addition to the previous types of marketing eco-innova-
tion, Kinoti (2011) suggest the following marketing green innovations:
green products strategies, green consumption and green probe strategies
(marketing information system). Herbig et al. (1993 in Kinoti 2011) has
stressed that green marketing refers to products and packages that have
one or more of the following characteristics: they are less toxic, are more
durable, contain reusable materials and/or are made of recyclable materi-
als. For companies and in marketing terms, brand is key to understand-
ing the process of commercialization of products or services (EIO 2013a).
A brand represents a collection of symbols, experiences and associations,
which are linked with a product or service by potential customers (EIO
2013a). Moreover, green branding is important, but it is not the only or
the best way to sell eco-innovations. Another important aspect of eco-in-
novation’s marketing, as aforementioned, is eco-labeling (EIO 2013a).
ISO 14001 and EMAS), Frondel et al. (2008) find that the EMS adop-
tion strongly correlates with an expected enhancement of corporate im-
age, while it is negatively linked to the expected cost savings (EMS adop-
tion can be assumed to be costly). Moreover, neither the occurrence of
environmental incidents nor environmental regulatory compliance seem
to be effective drivers for spurring EMS adoption, although those two
drivers effectively induce eco-innovation and abatement activities (Fron-
del et al. 2008).
Marketing eco-innovation
Marketing innovation is the implementation of a new marketing meth-
od involving significant changes in product design or packaging, prod-
uct placement, product promotion or pricing (OECD 2005; EIO 2013a).
Eco-innovation in marketing comprises new ways of integrating envi-
ronmental aspects in communication and sales strategies (OECD 2009).
For example, a company improves a general product, then further devel-
ops it and/or sells eco-efficient products through better market research,
contacting its consumers directly and using marketing practices that ap-
peal environmentally aware consumers (OECD 2009). Therefore, mar-
keting eco-innovation tends to discover which marketing techniques can
be used to stimulate people to buy, use or implement eco-innovations;
thus, it involves changes or development in product design or packag-
ing, product placement, product promotion, pricing and also eco-labeling
(EIO 2013a). In addition to the previous types of marketing eco-innova-
tion, Kinoti (2011) suggest the following marketing green innovations:
green products strategies, green consumption and green probe strategies
(marketing information system). Herbig et al. (1993 in Kinoti 2011) has
stressed that green marketing refers to products and packages that have
one or more of the following characteristics: they are less toxic, are more
durable, contain reusable materials and/or are made of recyclable materi-
als. For companies and in marketing terms, brand is key to understand-
ing the process of commercialization of products or services (EIO 2013a).
A brand represents a collection of symbols, experiences and associations,
which are linked with a product or service by potential customers (EIO
2013a). Moreover, green branding is important, but it is not the only or
the best way to sell eco-innovations. Another important aspect of eco-in-
novation’s marketing, as aforementioned, is eco-labeling (EIO 2013a).
