Marketing Environmental Services

Amir Heiman, Yanhong Jin and David Zilberman
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Yanhong Jin: Texas A&M University

Chapter 4 in Payment for Environmental Services in Agricultural Landscapes, 2009, pp 59-76 from Springer

Abstract: Abstract Environmental services (ES) are diverse both in terms of the benefits that they provide, and in terms of potential buyers. This suggests a mixture of institutional arrangements and strategies required to create demand for ES. In some cases, there is an advantage to commoditizing ES and marketing them through large exchanges. In other cases, the ES are unique, and special efforts and patience for finding the appropriate buyers are needed. In all cases, increasing consumer awareness of availability, value, and benefit of ES is important and leads to increased demand. Furthermore, in all cases, buyers have to be assured of product reliability, which requires explicit mechanisms for monitoring, enforcement of contracts, and insurance. The demand from ES can come from governments and industry that may use it as a least-cost approach to solving environmental problems or a source of revenue and consumers who may use ES as a source of direct consumption benefits or altruism of pro-social behavior. Marketing strategies should be targeted for the specific characteristic of needs of various market segments.

Keywords: Environmental Service; Improve Water Quality; Carbon Credit; Market Effort; Potential Buyer (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1007/978-0-387-72971-8_4

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