Journal of Consumer Policy

, Volume 34, Issue 1, pp 67–90 | Cite as

Maximizing the Efficiency of Greenhouse Gas Related Consumer Policy

  • Mária Csutora
  • Ágnes ZsókaEmail author
Original Paper


Consumer policy approaches regarding green products and solutions can be differentiated by their main focus. “Green positioning” is basically targeted at environmentally aware consumers, while “efficiency-focused positioning” concentrates on the efficiency gain of the product or solution, targeting the whole society, regardless of consumers' environmental awareness. The paper argues that the scope and total environmental benefit can be increased if green products or solutions are promoted in different ways, not only as “green” but also based on other arguments (like cost-efficiency, return on investment, etc.). The paper suggests a model for improving the efficiency of greenhouse gas (GHG)-related consumer policy. Based on the marginal social cost curve and the marginal private cost curve, different (green, yellow, and red) zones of action are identified. GHG mitigation options chosen from those zones are then evaluated with the help of profiling method, addressing the barriers to implementation. Profiling may help design an implementation strategy for the selected options and make consumer policy more effective and acceptable for mass market. Case study results show three different ways of positioning of GHG-related consumer policy in Hungary from 2000 and give practical examples of profiling, based on the latest marginal social cost curve and the contemporary energy saving policy of the state regarding the residential sector.


Green positioning GHG emission Marginal abatement costs Marginal social costs Consumer policy profile 



Our research activity has been supported by the Norwegian Financial Mechanism.


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Copyright information

© Springer Science+Business Media, LLC. 2010

Authors and Affiliations

  1. 1.Department of Environmental Economics and Technology, Institute of Environmental ScienceCorvinus University of BudapestBudapestHungary

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