Authors: Jonatan Pinkse & René Bohnsack
What makes customers use green products in a truly sustainable way? Green product innovation aims to design products that deliver environmental benefits to customers, such as CO2 emission reductions, improved recyclability of products, and energy savings. However, would higher adoption of green products automatically lead to the realization of a product’s environmental benefits? This depends on how customers use the product.
Increasingly the problem is not that customers do not buy green products. It is to let them use these products in a sustainable way. A Tesla is not sustainable if you drive in the ludicrous mode from 0 to 60mph in 2.7 seconds, biodegradable plastics are only recycled if they are put in the right bin, or to make it very simple: tea drinkers admit that they overfill their kettle and waste loads of energy. For a green product innovation to be…
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