The Dynamic Signification of Product Qualities: On the Possibility of “Greening” Markets

This article addresses the “greening” of markets by inquiring into how different versions of environmental friendliness of a product are constructed and how they are placed in an order of significance in relation to each other and to other product qualities. The study extends constructivist market studies by elaborating on the dynamic signification of product qualities. The case analysis of the development and commercialization of a “polyvinylchloride-free” and “environmentally friendly” urinary drainage bag in the medical devices market shows these qualities to be temporal and fragile outcomes. It is concluded that, besides a supporting socio-technical market arrangement around the product, the ability of the product to take different matters of concern into account is crucial for the possibility of “greening” markets.