Is environmental product information important to consumer of the base of the pyramid?

Knowledge of the market and of its stakeholders makes commercial initiatives more certain. The relationship developed between users and their products is based on familiarity and values that are transmitted by means of those products. The goal of this paper is to analyse the relationship between environmental labelling systems and consumers of the Base of the Pyramid. These markets are characterized by a low amount of resources. Products should improve their standard of living, although it is crucial that environmental goals be compatible with efficiency and effectiveness requirements of these low income consumers. The study explores how environmental labeling and information impact consumers at the “Base of the Pyramid” (low-income markets), emphasizing that for environmental information to be effective, it must align with the practical needs of efficiency and effectiveness for these consumers.

Authors: Bélgica Pacheco-Blanco, Daniel Collado-Ruiz, María José Bastante-Ceca, and Salvador F. Capuz-Rizo Journal: Dyna Year: 2009