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The Inscrutable Shopper by Stella Minahan

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Chapter 6

Implications for Retailers

A business is confronted with a plethora of different propositions that it may want to communicate as its core credentials, for instance a discount offer, a high-fashion offer, limited offer, or a range of green, or sustainable propositions—not to mention the range of environmental, social, and economic strategies it might employ in its drive to be a good corporate citizen. As we have shown throughout this book, there are many terms that can be used, sometimes interchangeably, to convey that a company is trying to play its role as corporate citizen. For the purpose of this chapter, we will call all the possible terms that a company may wish to communicate about being a good corporate citizen “green credentials.” ...

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