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Non-Public Bulk Consumers as Drivers of Eco-Innovations

Author

Listed:
  • Frieder Rubik

    (Institute for Ecological Economy Research (IOW), Office Heidelberg, Germany)

  • Ria Muller

    (Institute for Ecological Economy Research (IOW), Office Berlin, Germany)

Abstract

Environmental innovations are one path towards new “Green Economy” using natural resources only within the boundaries of the ecosystem’s ability to renew itself. The paper focuses on product related demand-side eco-innovations. It addresses commercial procurement. According to the hypothesis of our research, a properly displayed demand for eco-innovative solutions could attract vendors to market their respective products, enhance their further diffusion and thus make non-public bulk consumers acting as change agents for eco-innovations. The analysis shows that bulk consumers play a crucial role as lead buyers. Activating them to purchase eco-innovative solutions requires several pulling and pushing measures: regulatory, economic, informative/communicative, reflexive/discursive, co-operative, monitoring and the role of lead market initiatives. By implication, a demand-side related political promotion could complement the various ongoing efforts for activating public institutions and private end consumers to purchase eco-innovations systematically and more frequently. The strategy of focusing seems promising when it comes to bulk consumers as change agents for innovation. Therefore, the authors advocate further research and pilot actions in the field.

Suggested Citation

  • Frieder Rubik & Ria Muller, 2018. "Non-Public Bulk Consumers as Drivers of Eco-Innovations," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 4(6), pages 7-22, February.
    • Handle: RePEc:mgs:ijoied:v:4:y:2018:i:6:p:7-22
    DOI: 10.18775/ijied.1849-7551-7020.2015.46.2001
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    References listed on IDEAS

    as
    1. Edler, Jakob & Georghiou, Luke, 2007. "Public procurement and innovation--Resurrecting the demand side," Research Policy, Elsevier, vol. 36(7), pages 949-963, September.
    2. Rennings, Klaus, 2000. "Redefining innovation -- eco-innovation research and the contribution from ecological economics," Ecological Economics, Elsevier, vol. 32(2), pages 319-332, February.
    3. Katrin Ostertag & Carsten Dreher, 2002. "Cooperative procurement: market transformation for energy-efficient products," Chapters, in: J. Peter Clinch & Kai Schlegelmilch & Rolf-Ulrich Sprenger & Ursula Triebswetter (ed.), Greening the Budget, chapter 17, Edward Elgar Publishing.
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    More about this item

    Keywords

    Demand-side innovation; Innovation policy; Procurement; Sustainable consumption;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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