O'Reilly logo

The Truth About What Customers Want by Michael R. Solomon

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 11. Your customers are looking for greener pastures

Are U.S. consumers finally going green—for real? In a 2007 survey, fully eight in ten consumers said they believe it’s important to buy green brands and products from green companies, and that they’ll pay more to do so. The U.S. consumer’s focus on personal health is merging with a growing interest in global health. Some analysts call this new value conscientious consumerism.[26]

Just who is driving this change? Marketers point to a segment of consumers who practice LOHAS, an acronym for “lifestyles of health and sustainability.” This label refers to people who worry about the environment, want products to be produced in a sustainable way, and who spend money to advance what they see as ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required