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Making Sustainability Stick: The Blueprint for Successful Implementation, Premium Edition
book

Making Sustainability Stick: The Blueprint for Successful Implementation, Premium Edition

by Kevin Wilhelm
October 2013
Intermediate to advanced content levelIntermediate to advanced
452 pages
11h 1m
English
Pearson
Content preview from Making Sustainability Stick: The Blueprint for Successful Implementation, Premium Edition

Chapter 11. Marketing to Green Consumers

Consumers, lenders, and decision makers were all thrown for a loop when the 2008 financial crisis challenged Americans faith in US corporations. They want to spend and deposit their money with companies they trust, think will be around for a while, and share their values. To this point, a groundswell of research shows that consumers are increasingly showing a preference for more sustainable products and services, and these values are reflected in their purchasing decisions.

This chapter explains how during a time when retailers and service providers are cutting prices and market differentiation is harder than ever, opportunities exist for companies to attract new customers, increase customer loyalty, generate ...

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Publisher Resources

ISBN: 9780133552867