Moderating unintended pollution: the role of sustainable product design

As we enter the 21st century, a well-documented scenario of pervasive ecosystems degradation has emerged as a political-social issue of global proportions. This general decline in ecosystems quality is linked to marketing as follows: marketing strategies facilitate consumption, which includes processes such as product manufacturing, distribution, and consumer use. These processes involve conversions of natural capital/resources, and all conversions generate waste-the antecedent to pollution. The outcome is designated as an unintended consequence of marketing because the decision-making processes that underlie marketing strategy formulation generally fail to recognize ecosystems impact as a standard decision influence. The purpose of this paper is to demonstrate how sustainable product design can counter ecosystems degradation. Because the natural capital conversions that underlie product making are the source of the waste that is polluting ecosystems, it makes sense that engaging in sustainable product design initiatives that moderate this circumstance is a major and actionable solution to the problem. (C) 2002 Elsevier Inc. All rights reserved.