| Author: | O'Rourke, D. |
| Title: | Market movements: nongovernmental organization strategies to influence global production and consumption |
| Journal: | Journal of industrial ecology
2005 : WINTER/SPRING, VOL 9:1-2, p. 115-128 |
| Index terms: | Consumer behaviour Multinational companies Marketing Environment |
| Freeterms: | Sustainable consumption |
| Language: | eng |
| Abstract: | One problem in reaching sustainable consumption is that companies will not supply environmentally friendlier products if no demand exists. In the same time consumers do not demand improved products until compelling alternatives are made available. This article examines the effectiveness of nongovernmental organization (NGO) “market campaigns” that are promoting more environmentally sound products. The cases of three multinational corporations, Staples, Nike, and Dell, are analyzed to discover the nature and of the campaigns, central strategies and tactics taken, and the impact of the campaigns. |
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