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Date Submitted: 12/02/2013 05:20 AM
Environmental Online-Marketing -
Strategies and Success Factors
Mischa Kolibius
1
, Matthias Nachtmann
2
Abstract
The starting point of the paper “Environmental Online Marketing – Strategies and Suc-
cess Factors” is on the one hand the eco niche, a market situation, in which the demand
for ecological products is limited and therefore ecological products are mainly sold over
alternative distribution forms without important market share or as edge supplies with
the wholesale. On the other hand far sections of the processes of modern national
economies are in a fundamental turn around, the way into the information society. A ba-
sic role comes the internet. Which possibilities offers the Internet for reducing the prob-
lems on ecological markets and how can it be used for a broader marketing of ecological
products and services? This pa
per will pre-sent strategi
es and success factors of E-
Commerce for a broader marketing of organic products.
3
1. The Problem: Missing Confidence
Missing information and confidence are th
e main problems on ecological markets
(Kaas 1990). For example the customer cannot see that vegetables are grown without
any pesticides. Due to information asymmetries and uncertainties incomplete, dis-
torted or confusing information could be transmitted by the dealer, if this brings ad-
vantages for himself. The result is that customers do not buy organic products, be-
cause they are not sure to be deceived (Belz/Schneidewind/Villiger/Wüstenhagen
1997).
A more successful marketing of organic products with communication improve-
ments helps to reduce information asymmetries and the uncertainty.2 Here the Inter-
1
Institute for Economy and the Environment at the University of St. Gallen (IWOe-HSG),
Tigerbergstr. 2, CH-9000 St. Gallen, Switzerland.
2
EDS C_sar AG Otto-Volger-Strasse 7c, D-65843 Sulzbach/T., Germany, e-mail: info@eco-
commerce.de., http://www.eco-commerce.de
3
The results based on the a research...