• by Aaron Baar , June 1, 2011

Eastman Kodak Co. is looking to increase its environmental credibility through a new electronics trade-in and recycling program.

People can send in a variety of old consumer electronics -- ranging from printers, digital cameras, camcorders and picture frames -- regardless of brand, in return for cash and discounts on Kodak products. For products that have no remaining resale value, Kodak will direct consumers to local electronic recycling centers.

"Hopefully, it will appeal to consumers because if the product has value, they can get cash for it and a discount on Kodak products," Beth Rice, health, safety, environmental and sustainability director for Kodak, tells Marketing Daily. "It's offering consumers a safe and sustainable way to dispose of [consumer electronics]."

The initiative is part of Kodak's overall commitment to environmental sustainability, which includes Energy Star qualified printers and other products, ink recycling and papers that are derived from sustainable forestry initiatives. According to the company, it has reduced its greenhouse gas emissions by nearly half since 2002.

Such goals are becoming more important to consumers as they understand the dangers of disposing consumer electronics (which often contain non-biodegradable and possible hazardous materials) in traditional ways. The company will promote the new trade in initiative through its online store as a clickable link, through e-mail marketing initiatives and through public relations, Rice says.