從行銷角度來分析生態標誌

Abstract

生態標誌是指一種視覺差異化的方法，就是在產品包裝上用不同的環境友善標誌和象徵。首先，生態標誌被看作環保或者政策制定領域的話題，綠色產品市場迅速增長階段以後，行銷角度變成特別重要的。該論文的目的不只是全面地檢查此綠色行銷工具的現狀，而且也是介紹有關的理論與實踐。 環境保護概念的擴散引起了所謂綠色消費主義。綠色消費者堅定地要求有利於環境的產品，於是企業想要表達產品綠色的效益，開始採用綠色行銷的方法，包括生態標誌。 生態標誌，亦稱環境標志、綠色標誌、可持續性標誌，有許多類型與模式。通過生態標誌不同方面的分析，包括強制性、複雜性、行業範圍、地區範圍、 所有制、中性程度、證明制度以及別的方面，才可以深刻的了解此項問題。此外，除了一般的產品以外，服務以及業務流程也可以通過證明過程。 以行銷角度來分析生態標誌的話，企業會意識得到標誌與綠色行銷策略創造的潛在綜效的機會。而且分析綠色產品購買過程和有關的因素之後，會識別評估標誌對客戶選擇的影響潛力的指示系列。此外補充研究的是生態標誌的採用過程與設計原則的分析。

品牌管理的角度有助於了解怎麼把生態標誌變成綠色品牌定位策略的一部分。兩個主要的概念，即標誌資本和邊際標誌效應，表現出品牌與標誌的相似之處。合作品牌策略的分析包括顯示出標誌與品牌可以發展的關係的分類。 對行銷專家和企業主來説，生態標誌效率的分析特別重要。為了評估實際的效率作者分析並綜合不同的標誌模式、客戶群、行業、地區。 最後作者研究生態標誌領域的現有趨勢以及潛在將來發展的方向。以便讀者會擁有廣闊的視野，作者把分散的最新數據分析並綜合起來。論文裏作者不但介紹相關的理論， 而且也分析生態標誌各種種類，它們在不同的情況下的效率。 該論文有助於了解生態標誌的意義，如何採用此綠色行銷的工具。

Eco-labeling, visual differentiation of environmental friendliness in form of symbol or logo placed on product package, from its inception was analyzed primarily from environmental and policy-making perspective. Recent rapid growth in green product market and corresponding increase in use of eco-labels caused perceptual shift and introduced marketing perspective. This thesis attempts to analyze eco-labels as tool of green marketing, it presents extensive review of status quo knowledge about eco-labeling in both theoretical and practical aspects. Increasing awareness of environmental issues has led to emergence of green consumerism and in consequence green consumers who seek environmentally sound products. With rising demand for environmentally friendly green products companies started to include green features and communicate new product benefits through various green marketing methods including eco-labels. Eco-labels also referred to as environmental labels, green labels or sustainability labels,come in variety of forms, different eco-labeling models vary depending on aspects like compulsoriness, attributes, sector coverage, geographical scope, ownership, character, certification type, pass type, etc. Additionally, not only products can be eco-labeled, but also services and processes. Looking at eco-labels from marketing perspective helps understand possible alignment opportunities with various green marketing strategies. In order to understand why and how eco-labels work thesis analyzes green purchase process and relevant factors, identifying set of indicators further used to assess label ability to influence customer's choice. Eco-label adoption process and design principles complement marketing view. Branding perspective shows how green brand positioning methods can employ eco-labels. Concepts of label equity and marginal label effect are being introduced to reveal similarities between label and brand, co-branding perspective on eco-labeling follows. Thesis takes step further and employs classification of cooperation and co-branding activities in order to present various relations eco-labels can develop with brands.

Thesis also engages in analysis of eco-labeling effectiveness, which is especially useful for marketing practitioners and business owners. Various labeling models and consumer groups are being reviewed, data about real-life effectiveness of eco-labels across various industries and regions is being synthesized and analyzed. Finally, thesis addresses current trends and possible future development directions of eco-labeling. After systematization and analysis of fragmented and dispersed data concerning eco-labels the broad picture of eco-labeling is being presented. Thesis offers up-to-date synthesis of the most important theoretical developments in this domain, as well as new ideas on how to analyze eco-labels. Meanwhile various types of eco-labels and their respective effectiveness under different circumstances is being discussed which can be useful when considering adoption of eco-labels by a company.