Marketing Of Sustainable Products By Free Time
Experiences In Holiday Houses
Author(s)
A. van Hal & J. van Ettekoven
Abstract
There is almost no demand for sustainable housing and building products by
consumers in the Netherlands. However, evaluations of sustainable built houses
have shown that people living in sustainable houses do appreciate a lot of these
products. The lack of interest can be explained by the lack of knowledge and
experience. People don’t ask for what’s unknown. This fact leads to the idea of
using holiday houses to inform people about the attractiveness of sustainable
products. A Dutch research focussed on the most effective way to attract people
who are not extremely interested in the environment but not disinterested either,
the so called cultural creatives. This research resulted in a design of holiday
houses on a former military airbase as an example of effective marketing of
sustainable housing innovations.
Keywords: sustainable products, holiday houses, marketing, architecture.
1 Research into the appreciation of sustainable housing and
building products
There is almost no demand for sustainable housing and building products by
consumers in the Netherlands. However, evaluations of sustainable built houses
have shown that people living in sustainable houses do appreciate a lot of these
products. The lack of interest can be explained by the lack of knowledge and
experience. People don’t ask for what’s unknown. A Dutch research (van
Ettekoven [2]) focussed on the most effective way to attract people who are not
extremely interested in the environment but not disinterested either, the so called
cultural creatives.
Keywords
sustainable products, holiday houses, marketing, architecture.
Related Book
Other papers in this volume
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