Sustainable green marketing philosophy and positioning

The understanding of the phenomenon of sustainable green marketing is a challenge because of its poor identifiability. In this study, the SME products could all represent ecoproducts, but in only two cases was official ecoproduct status value. There was a distinct difference between status and non-status products, in how the entrepreneurs described products, business, and told of the marketing for the products. The fact that ecoproducts will receive status value creates credibility and reduces the feeling of uncertainty. In all cases, the synergy between business activities and products (mutual influence) became apparent, in the same way as dependence on close interaction with customers. A similar relationship has not been raised in cooperation with the authorities, even if they affect the manufacturing and marketing of ecological products.

It is considered to be self-evident, that ecoproducts evolve and are developed from the production perspective and this view supports prevailing environmental policy. Through environmental policy, the production process-based development becomes chained. Chaining has been taken through formalized status value through product design and brand level.

Ecoproducts could also be developed from a marketing point of view, which correspondingly emphasizes community. A sense of community is natural for SME entrepreneurs and a feature that defines the marketing of products. There is also a sense of community in the activities of the authorities, but SMEs did not bring this up. On the basis of the theory, community does, however, exist with the authorities, but as far as regards ecoproducts, development has taken place in an adapted form in the activities of large companies and on an industrial scale.

Both chaining and community activities are part of the development of ecological products.

It may be questioned if it could be possible to develop ecoproducts also from the marketing perspective.

Sustainable green marketing has the prerequisites to create ecoproducts with a more comprehensive content. For example, the product can be re-designed, or ideas can be developed into completely new products. From the marketing point of view, the debate is difficult because of activities focused on production, so in this study, from a marketing perspective the phenomenon of ecological product marketing uses the concept of ecoproductization. An understanding of the phenomenon assists in the management of the chaining of ecoproducts, but without the positioning of factors affecting ecoproductization, the marketing of ecological products is difficult to manage/implement.

The question is, about what criteria the ecoproduct is composed of and what the starting point of the creation process is. At this moment, it has to be accepted that the criteria of an ecoproduct are defined from different perspectives and no coherent way of defining the criteria exists.

The criterion for determining the value of these dimensions is required to solve the problem. Solving the problem is presented in re-positioning. Positioning is used to support all different actors of the creation process, such as the SME, customers and other stakeholders.

The significance of values in the decision-making process becomes emphasized, as the group of actors is large and it represents various different expert fields. Positioning goals are

Figure 32. Dimensions of sustainable green marketing | x |, positioning.

weighting value-based ecocriteria for finding ways to verify ecoproduct features and new marketing innovations for ecoproducts.

Sustainable green marketing is included in two schools of thought in ecoproduction thinking, in-between which I strive to find a harmonizing connection. One of these suggests that a product is environmentally damaging already when it is born, whereas the other suggests that already before the product is born it can be environmentally protective. Even though the product would already be on the market, it can still become a target of ecoproductization through the theory of new product development (NPD) and innovative development of its leading product is a strategic solution.

Positioning includes the frame of the dialectical balance (figure 33). I have a constructive co-operation through new ways of value-based ecoproducts that were needed for the sustainable green marketing decision-making. Positioning depends on strategic solutions and decision making on regional, national and international levels in many ways. The variety and richness of ecoproducts can be turned into differentiated ecoproducts and verified marketing arguments using positioning. The name for the decision-making tool is the classical utility value analysis, CUVA, which is based on multicriteria decision-making theory. Positioning benefit is the verification of ecoproducts bringing competitive advantage and on the other hand, legitimization and certification can be used in the SME environment.

Figure 33. Ecoproductization subtext based on dialectical balance

The identity of an ecoproduct is built using the ecophilosophical approach, which considers the existence of transient and sustainable solutions and the selection of factors forming ecocriteria. When one element is essentially a transient feature, and when the feature of the maker can be seen as sustainable. The relationship between makers is directed by time and without the significance of time, for instance the maker cannot be found, which can be described as rare. The weakness and goodness of ecological products are associated with approval of uncertainty and complexity. Therefore, without forgetting the relationship between transient and sustainable solutions, the description of ecoproduct characteristics is not possible. Omission to give respite to find joy and intuition. Something of no value becomes a valuable factor when the justifications for the factors go through intuition. The ecophilosophical approach offers the opportunity of marketing oriented branding for ecoproducts.

According to findings, the re-positioning of an ecoproduct can be presented according to product design (ecodesign). Design includes the products and the entrepreneur’s activities

in accordance with the principles of operation that clarify the content of marketing for ecoproducts. These principles allow the entrepreneur to make strategic decisions. Ecoproduct features are described in the value-based ecocriteria. Approaches related to the forming of ecocriteria may include the geographical location of the SME, the area formed by the community or the productization of themes related to business.

If ecoproduct development focuses on the development of the environmental management process, the present generally accepted official method is analysis that is called Life Cycle Assessment (LCA). This means that the ecoproduct gets its definition through LCA. The product Life Cycle Assessment (LCA) includes the whole production process of the product, like the use of water, energy and raw materials. LCA enables detailed and strict analysis of the measurable use of the aforementioned elements. LCA has a close connection with official legitimizing which can be seen, for example, in official standards such as ISO standards and national and international environmental and environmental marketing legislation. The aforementioned different protocols and legislation can be considered in the development of new ecoproducts.

In the way mentioned above, the sustainable green marketing for the ecoproducts of SMEs is based on the entrepreneur’s decision making. The results show that the starting point for the marketing of ecological products is particularly challenging, meaning entrepreneurs have to have the courage to change or develop the marketing of products containing values. As the features of ecoproducts include technical as well non-technical features, the entrepreneur needs to support for decision making. What kind of product, what features can be used, what other criteria make up the product, etc. In this case, the entrepreneur can anticipate future changes and prepare for the future situation by applying the eight decision-making elements, which are Problem, Objectives, Alternatives, Consequences, and Tradeoffs. They can also be called PrOACT phases. PrOACT elements are used to find the right decision for the problem and the best solution. This forms a structure for the functional integrity of the decision-making process. The eight principles below are integrated into the model of the goal system process (figure 38:76).

Marketing principles of ecological products (6.2) has been applied ProACT phases together with the three utility value analysis illustrated in the theoretical section. Applications show the initial position and how it is used in the actual analysis. Section 6.3 includes applications of the creation process for differentiated ecological products and examples of potential marketing arguments.

The classical utility value analysis, cuva, refers to the analysis and description of the characteristics of ecological products. Using this description, attempts are made to show the content of the product as the best possible alternative. Through chained action the challenge of ecoproducts from the perspective of the SME is also made apparent. SME resources;

time spent and costs, as well as their impact on product price and quality. The marketing of the ecoproducts of SMEs is an essential part of what is meant by an ecoproduct and how this message is passed on to the customer. Directing environmental policies facilitates the ecoproductization of SMEs. This study shows that public discussion is required on the coordination of voluntary and directed activities of the SME. The strong directing role of labelling could be examined, and how using the brand, it would be possible to strengthen the marketing of credible ecoproducts. Officially authorised ecoproducts have production based

regulation. On the basis of the study, ecoproductization for SMEs should be made publically more permissable.