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.
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Notes
- 1.
1IEG Sponsorship report 24.12.December 24, 2004 as reported by Bloom et. al. (2004).
- 2.
2Table 1 in de Groot et al. (2002) provides functions, goods and services of ES corresponding to discussions of ecosystem processes, and components in details.
- 3.
3See, for example, Investor’s Circle (www.investorscircle.net(, a group that coordinates the efforts of environmentally conscious angel investors for sustainable business. www.investorscircle.netÂ
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Heiman, A., Jin, Y., Zilberman, D. (2009). Marketing Environmental Services. In: Lipper, L., Sakuyama, T., Stringer, R., Zilberman, D. (eds) Payment for Environmental Services in Agricultural Landscapes. Natural Resource Management and Policy, vol 31. Springer, New York, NY. https://doi.org/10.1007/978-0-387-72971-8_4
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