Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products

Consumers frequently say they don't buy "green" products because they distrust their environmental claims or question their effectiveness. Paradoxically, growing demand for natural foods, gas-electric hybrid vehicles, and other environmentally sensitive products indicates that consume...

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Bibliographic Details
Published in:Environment : science and policy for sustainable development 2006-06, Vol.48 (5), p.22-36
Main Authors: Ottman, Jacquelyn A., Stafford, Edwin R., Hartman, Cathy L.
Format: Article
Language:English
Subjects:
Climate
Consumer preferences
Consumption
Ecology
Environment
Environmental protection
Internet
Marketing
Technology
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Summary:Consumers frequently say they don't buy "green" products because they distrust their environmental claims or question their effectiveness. Paradoxically, growing demand for natural foods, gas-electric hybrid vehicles, and other environmentally sensitive products indicates that consumers are buying green--at a premium--but, as the authors find, not necessarily to save the planet.
ISSN:0013-9157
1939-9154
DOI:10.3200/ENVT.48.5.22-36