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The market for green products has expanded rapidly over the last
decade, but most consumers need something more than eco-benefits to
motivate their purchases. Magali A. Delmas and David Colgan argue
that many green products now offer the total package-a "green
bundle" that checks the environmental box, but also offers improved
performance, health benefits, savings, and status. To help
consumers cut through the noise and make their best decisions, we
need new strategies. The Green Bundle offers some of the best and
most effective communication techniques for pushing consumers in
the right direction. Framing product benefits to motivate behavior
is the key. Combining insights from sustainable business and
behavioral economics, Delmas and Colgan show managers how to lead
buyers from information to action. If you are looking to win over
the convenient consumer or understand how companies can create the
next tipping point in green consumption, this is the
research-based, practical guide for you.
The market for green products has expanded rapidly over the last
decade, but most consumers need something more than eco-benefits to
motivate their purchases. Magali A. Delmas and David Colgan argue
that many green products now offer the total package-a "green
bundle" that checks the environmental box, but also offers improved
performance, health benefits, savings, and status. To help
consumers cut through the noise and make their best decisions, we
need new strategies. The Green Bundle offers some of the best and
most effective communication techniques for pushing consumers in
the right direction. Framing product benefits to motivate behavior
is the key. Combining insights from sustainable business and
behavioral economics, Delmas and Colgan show managers how to lead
buyers from information to action. If you are looking to win over
the convenient consumer or understand how companies can create the
next tipping point in green consumption, this is the
research-based, practical guide for you.
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