The Elusive Green Consumer

Companies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services, but they often seem unwilling to follow through with their wallets. The authors have been studying how to encourage sustainable consumption for several years, performing their own experiments and reviewing research in marketing, economics, and psychology. The good news is that academics have learned much about how to align consumers’ behaviors with their stated preferences. Synthesizing these insights, the authors identify five approaches for companies to consider: use social influence, shape good habits, leverage the domino effect, talk to the heart or the brain, and favor experiences over ownership.

Creating Emerging Markets Sustainability Series - Closing the

The Green Consumer, 1990-2010

IJERPH, Free Full-Text

Sustainability, Free Full-Text

The elusive Singaporean green consumer in a post-pandemic world

PDF) Factors Influencing Consumer Behavior toward Green Products: A Systematic Literature Review

How to Market Sustainable Products

PDF) Factors Influencing Consumer Behavior toward Green Products: A Systematic Literature Review

IJERPH, Free Full-Text

The Mendacious Sustainable Consumer

Buy books, tools, case studies, and articles on leadership, strategy, innovation, and other business and management topics

New Tools to Capture the Elusive Green Consumer ^ IIR044