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Purchasing and marketing of social and environmental sustainability for high-tech medical equipment

Lindgreen, Adam; Antioco, Michael; Harness, David; van der Sloot, Remi


Adam Lindgreen

Michael Antioco

David Harness

Remi van der Sloot


As the functional capabilities of high-tech medical products converge, supplying organizations seek new opportunities to differentiate their offerings. Embracing product sustainability-related differentiators provides just such an opportunity. This study examines the challenge organizations face when attempting to understand how customers perceive environmental and social dimensions of sustainability by exploring and defining both dimensions on the basis of a review of extant literature and focus group research with a leading supplier of magnetic resonance imaging (MRI) scanning equipment. The study encompasses seven hospitals and one private imaging center in the Netherlands and identifies five social aspects that cover 11 indicators. The authors conduct 22 customer perception interviews with key decision-making stakeholders involved in purchasing MRI scanning equipment. Respondents find environmental and social sustainability dimensions personally relevant but professionally secondary to cost, performance, and ability to use the equipment in their organizations' physical infrastructure. Finally, incorporating a product's environmental and social credentials within the marketing of MRI scanning equipment enhances the perception of the product offering in decision-making stakeholders' minds and provides a means of differentiation.


Lindgreen, A., Antioco, M., Harness, D., & van der Sloot, R. (2009). Purchasing and marketing of social and environmental sustainability for high-tech medical equipment. Journal of Business Ethics, 85(SUPPL. 2), 445-462.

Journal Article Type Article
Online Publication Date Apr 16, 2008
Publication Date 2009-04
Print ISSN 0167-4544
Electronic ISSN 1573-0697
Publisher Springer Publishing Company
Peer Reviewed Peer Reviewed
Volume 85
Issue SUPPL. 2
Pages 445-462
Keywords High-tech medical equipment; Purchasing process; Decision making stakeholders; Environmental sustainability; Social sustainability
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