Green new product development: the pivotal role of product greenness

Paul H. Driessen, Bass Hilebrand, Theo Verhallen

Research output: Contribution to journalArticlepeer-review

146 Citations (Scopus)


This study aims to develop an integrative framework for green new product development (NPD) based on the existing literature and to empirically study the applicability of that integrative framework. This study answers three calls: for research that is rooted in a traditional NPD perspective, for research that integrates marketing aspects in a model of green NPD, and for research that acknowledges variations in greenness. The results from eight case studies in two industries (i.e., the chemical and food industries) substantiate the integrative framework and suggest that it provides a good basis for understanding green NPD. The study demonstrates that green NPD is not fundamentally different from traditional NPD but does contain features and underlying mechanisms that reflect the increased complexity of green NPD. The framework incorporates the targeting and positioning of green product innovations, thus establishing itself as a holistic framework. Most importantly, the study shows how greenness plays a pivotal role in tying the various elements of the framework together. The realized greenness of a new product is a central concept that helps managers understand complex relationships among industry type, green targeting, and green positioning.
Original languageEnglish
Pages (from-to)315-326
JournalIeee Transactions On Engineering Management
Issue number2
Publication statusPublished - 1 Jan 2013


  • Case studies
  • chemical industry
  • design for the environment
  • food industry
  • new product development (NPD)
  • product innovations
  • sustainability


Dive into the research topics of 'Green new product development: the pivotal role of product greenness'. Together they form a unique fingerprint.

Cite this