1. Developing Sustainability Dialogues for Innovative Environmental Strategies
Angelina Korsunova & Sanna Poikkimäki
Corporate Environmental Management
School of Business and Economics
University of Jyväskylä, Finland

2. What is marketing? Emphasis on need orientation Long-term perspective
Profitable customer relationship building
Achieving competitive advantage

3. Challenges and strategic thinking in a corporation
Sustainability
Corporate Social Responsibility
Scarcity of resources
Innovative
environmental
strategies
needed
Responsiveness and perception of strategic concerns

4. The survey Among residential consumers in Finland on 25.01-06.02.06
Face-to-face interviews, quota sampling, sample size: 477
Aim: testing the willingness of Finnish residential consumers to reduce their electricity consumption
Issues:
satisfaction with energy provider;
overall awareness and electricity saving practices;
channels of information and preferred channels;
actors that are considered responsible;

5. Key findings 74% would be interested to learn how much
money could be saved through electricity
61.2% would like to receive more information
on electricity saving practices
Preferred channels of information reception:
TV and radio (22.4%)
newspaper (18.6%)
brief instructions in a small leaflet (16.7%)
Consumer expectations on responsibility:
Energy providers (25.6%)
Manufacturers of household appliances (22.3%)
Retailers of household appliances (16%)
sensitivity to monetary
stimuli?

6. Findings elaborated.. The respondents:
are generally conscious of their own habits in relation to lighting and heating;
generally follow energy saving practices that do not require too much effort;
prefer information through convenient means
show low interest towards independent search
expect quality from the products/services delivered to them, including complete information…

7. Room for opportunities through
Consumer empowerment in the network for product/service life cycle by means of increased attention and analysis of consumer needs, values, beliefs and perceptions
Evolvement of consumer communication from traditional product/service promotion to communication of social and environmental issues in line with broader strategic marketing goals of the company

8. Opportunities from the life cycle perspective
Enabling:
Increased dialogues and understanding of consumer perceptions
Creation of ”common cognitive ground”
Learning & innovativeness
Consumer
empowerment

9. Responsible consumption promotion: from suicide to long-liver thinking
scarcity of resources and excess in demand
resisting, restraining…. innovating?
notion of sufficiency
meeting the expectations and trust
building strategic alliances

10. Food for thought … how? to explore the needs of consumers?
can consumers participate in the development of product/service life-cycles?
to motivate and organize the dialogues?
sufficiency solutions can be identified and how the motivation evolves?