Integration of Quality Function Deployment into Green Marketing : A Case Study of Green Paving Bricks Utilizing PET Waste

Abstract

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 suggested QFD-based ecodesign method intends to support 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 is to underline the activities or specifications of the marketing mix (4Ps), which potentially creates a great impact on environmental improvement. In this study, the researchers proposed the QFD-based ecodesign method and guideline via a case study of 100 customers exposed to green paving bricks utilizing polyethylene terephthalate (PET) waste.