Because only a small percentage of consumers make buying decisions based on the environmental qualities of a product, positioning green products on their inherent mainstream benefits can broaden their consumer appeal and enhance their likelihood for market success, according to a Business Week article.
Success behind many green products is not their greenness, but the practical value they provide consumers, says Edwin R. Stafford, an associate professor of marketing at Utah State University’s college of business.
“One of my favorites is the slogan, ‘Long life for hard-to-reach places,’ for General Electric’s energy-efficiency CFL flood lights,” Stafford says in the article. “That communicates how a CFL’s five-year life can be very convenient. The goal of green marketing communications should be to educate consumers that green provides practical consumer value.”
Another example the article points to: The construction industry has adopted the term ‘high-performance building’ to reframe ‘green’ away from any potential negative connotations with its energy-efficient building practices.
Retailers, Developers and Eco-Business Leaders...learn about green retail trends, consumer buying habits and sustainable business practices. Register NOW to Attend!
The 2008 Green Leaders Survey collects sustainability program insights from business and civic leaders. Learn from peers what works and what doesn't. Take survey>>
Today's combination of dwindling natural resources, economic uncertainty, and the growing threat of global warming underscores the urgent need to embrace "being ... continue »
The National Geographic Society and the international polling firm GlobeScan have unveiled a new mechanism for measuring and comparing individual consumer behavior ...
Joe Sprouls gives a tour of Citigroup's $310 million Green Skyscraper.
Join the Discussion