Marketing Environmental Services

Amir Heiman, Yanhong Jin, David Zilberman

Research output: Chapter in Book/Report/Conference proceedingChapter


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.
Original languageAmerican English
Title of host publicationPayment for Environmental Services in Agricultural Landscapes: Economic Policies and Poverty Reduction in Developing Countries
EditorsLeslie Lipper, Takumi Sakuyama, Randy Stringer, David Zilberman
Place of PublicationNew York, NY
PublisherSpringer New York
Number of pages18
ISBN (Print)978-0-387-72971-8
StatePublished - 2009


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