Green marketing of consumer electronics

Green marketing strategies and Eco labeling schemes of Consumer Electronics products have been so far relatively unsuccessful. Analysis of consumer behavior confirms that only approx. 25% of consumer is sensitive to specific green performance of products. A vast majority is prepared to give up their prejudice that green products cost more (or perform less) at the moment other benefits are linked to environmentally friendliness and vice versa. On basis this analysis, the role of 'green' in product creation processes and in business has been repositioned. This leads to new strategies in which green brand image and benefits-from-the-perspective of the consumer play a key role. The example of Philips Consumer Electronics shows that such strategies are successful in the market.