How mainstream eco-brands can suffer at the shelf: The effectiveness of green packaging cues for mainstream versus niche brands

Investigates the unique challenges faced by mainstream green brands and how a mainstream brand’s green line is affected by the use of point-of-purchase visual cues.

Sustainability: Opportunities and challenges for brands

This article is part of a series of articles on sustainability. Read more.

Move over niche brands, environmental friendliness has moved to the mainstream. For instance, Clorox’s Green Works line...

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