GCM 746 Lecture Notes - Lecture 4: Corporate Social Responsibility, Green Marketing, Carbon Footprint
15 May 2020
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Document Summary
Green marketing is the process of promoting products or services based on their environmental benefits through sustainable development & corporate responsibility . Such as having to pay more to buy a more sustainable product or to sacrifice some aspect of performance. Reduce the compromises that consumers need to make when they purchase the product compared to alternatives. Awareness of the sustainability value-action gap - don"t assume that consumers will pay more or be interested in purchasing decisions on sustainability alone. How sure the consumer is that the product addresses a genuine sustainability issue. Build the confidence of consumers in the benefits of a more sustainable consumption choice. Consumers are likely to invest more effort in gathering and considering information relevant to a high value purchase (ex. House or car) than a low value product. Frequent purchases are more likely to be habitual than carefully considered.
