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70% of Consumers Say They'll Buy 'Green' Products, but Only 5% Actually Do. That's Due to a Common Marketing Mistake By Eco-Friendly Brands.You have to remember how consumers really make buying decisions.
ByJason Feifer•
Key Takeaways
- Although consumers say they want green products, they don't respond well to traditional eco-friendly messages.
- Many companies are so focused on the 'greenness' of the product that they overlook the marketing fundamentals.
This story appears in theSeptember 2023issue of雷竞技手机版.Subscribe »
Eco-friendly products have a problem.
Consumers say they wantsustainable products; surveys show that up to 70% are willing to buy them. But only 1% to 5% actually buy them — a serious disconnect.
What's the solution? "That's wheremarketingcomes in," says Edwin Stafford, a Utah State University marketing professor who's studied the sustainability issue for more than two decades.
