Integration of Quality Function Deployment into Green Marketing: A Case Study of Green Paving Bricks Utilizing PET Waste
This study applies the well-known Quality Function Deployment (QFD)-based ecodesign method for integrating the ecological consideration into the green marketing mix (4Ps) at the upstream stage of the product design process. The researchers proposed the QFD-based ecodesign method in support of the marketing personnel and product designers in identifying a green product, green price, and green place based on the environmental aspects--material and energy efficiency. In addition, the output of this method would underline the activities or specifications of the marketing mix (4Ps) to create impacts on environmental improvement. In this study, the researchers proposed the QFD-based ecodesign method and guideline via a case study of 100 voluntary customers exposed to green paving bricks utilizing polyethylene terephthalate (PET) waste. The obtained findings revealed green marketing specifications to be applied to the environmental-friendly production process.
Keywords: Ecodesign, Quality Function Deployment for Environment (QFDE), green marketing mix, paving bricks, Polyethylene Terephthalate (PET)