different solutions for the same functionality are perceived as equal in terms of value for money. In such cases, the situation is comparable with the situation for commodity products.
Secondly, for products in the high quality range, the issue of sustainability can be made part of the product image (example: Swedish cars in comparison with American cars). The ‘feel good’ factor is extremely important for the ‘high end’ markets. It seems that the environmental issues have to be bundled with other societal issues (safety, health, conservation of nature and cultural heritage; in other words future welfare for our children).
However, take care: A distinctive focus on the environment seems not to be a recommendable strategy, since market surveys show that many people seem to be irritated by the extreme standpoints of environmental action groups. A careful, positive, marketing approach is required for the ‘high end’ products, based on the link with health and a happy family life.