caa a22 4500 475813111 CHVBK 20180406123802.0 cr unu---uuuuu 170329e20000601xx s 000 0 eng 10.1023/A:1006491914466 doi (NATIONALLICENCE)springer-10.1023/A:1006491914466 Neuner Michael Institute for Social Science (540), University of Hohenheim, 70593, Stuttgart, Germany aut Collective Prototyping: A Consumer Policy Strategy to Encourage Ecological Marketing [Elektronische Daten] [Michael Neuner] In the present paper, three examples of organized positive consumer action that pursues the aim of supporting ecological marketing practices are presented. It is believed that this form of consumer action is more effective in encouraging ecological marketing than the three classical consumer reaction strategies exit, voice, and loyalty. Positive strategies such as entry, confirmation, and approval allow consumers to articulate needs which are different from those that are already satisfied by products available on the market. The examples chosen describe the process of prototypic development of an environmentally friendly refrigerator, a solar system for the production of energy for private use, and the 3-litre-car, demonstrating how petrol consumption can be decreased by 50%. The goals of the prototyping strategy are, firstly, to demonstrate the feasibility of an ecological product innovation, and, secondly, to assess the market opportunities for such an innovation. The examples show that it is possible and necessary to extend the instruments of consumer policy to collective, partnership-based approaches while still adhering to the paradigm of countervailing consumer power. Kluwer Academic Publishers, 2000 Journal of Consumer Policy Kluwer Academic Publishers 23/2(2000-06-01), 153-175 0168-7034 23:2<153 2000 23 10603 https://doi.org/10.1023/A:1006491914466 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1023/A:1006491914466 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Neuner Michael Institute for Social Science (540), University of Hohenheim, 70593, Stuttgart, Germany aut NATIONALLICENCE 773 0- Journal of Consumer Policy Kluwer Academic Publishers 23/2(2000-06-01), 153-175 0168-7034 23:2<153 2000 23 10603 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer