The validity of the Double Filer Model was checked in three computer decision room sessions with consumers, business representatives and governmental representatives. Nearly all participants of the 3 computer decision room sessions appeared to make their first choice on the basis of value for money. However, when a decision could not be made on this first criterion, the environmental data were used to make a final choice.
Apparently people make their choice first as a consumer on their ‘personal benefit’, but when that does not lead to a clear decision, they add considerations as a citizen (long term, including ‘environmental benefit).
This consumer behavior has consequences for designing and marketing of:
– ‘commodity products’, which compete on price, and
– specialty products which differentiate by quality and design (‘quality products’).
Especially for commodity products (water, electricity, food ingredients, but also electronic appliances like video recorders and services like travel by plane), where price is the predominant selection criterion for the market segment, the environmental aspects might become the competitive edge.
The basic idea of marketing green commodity products is depicted in Fig 1.6b.