Best In Brief
Choosing the right green marketing strategy
Jill Meredith Ginsberg and Paul N. Bloom
Green marketing has not lived up to the expectations of activists and managers. Although consumer research shows a clear consumer preference for green products over less environmentally-friendly alternatives this does not always translate to the market place. Consumers seem unwilling to trade off product attributes to help the environment: for example, the slow development of rechargeable electric cars which still have a limited range. Consumers expect green products to be of lower quality or...