Non-Public Bulk Consumers as Drivers of Eco-Innovations

Environmental innovations are one path towards new “Green Economy” using natural resources only within the boundaries of the ecosystem’s ability to renew itself. The paper focuses on product related demand-side eco-innovations. It addresses commercial procurement. According to the hypothesis of our research, a properly displayed demand for eco-innovative solutions could attract vendors to market their respective products, enhance their further diffusion and thus make non-public bulk consumers acting as change agents for eco-innovations. The analysis shows that bulk consumers play a crucial role as lead buyers. Activating them to purchase eco-innovative solutions requires several pulling and pushing measures: regulatory, economic, informative/communicative, reflexive/discursive, co-operative, monitoring and the role of lead market initiatives. By implication, a demand-side related political promotion could complement the various ongoing efforts for activating public institutions and private end consumers to purchase eco-innovations systematically and more frequently. The strategy of focusing seems promising when it comes to bulk consumers as change agents for innovation. Therefore, the authors advocate further research and pilot actions in the field.