Marketing a green brand
Lynette RyalsCranfield School of Management
Professor Lynette Ryals reviews what is known about the green consumer and how marketing practices have to change to promote a green brand.
When marketers look back on the teen years of the 21st century, the biggest change that will characterise this era – the zeitgeistof 21st century marketing – will be the green issue and marketing's role as the 'bad boy', encouraging us to buy and use more of our planet's precious resources. It is clear that marketing practices need to change. In this article I review...