Successful Green Marketing Focuses On Consumer Needs

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"Green marketing must satisfy two objectives: Improved environmental
quality and customer satisfaction. Misjudging either or overemphasizing
the former at the expense of the latter is what can be called green
marketing myopia – a corporate preoccupation with a products
“greenness” rather than consumer needs, Marketing Profs reports."

Posted July 31, 2008
By Mr Green.biz

Green marketing must satisfy two objectives: Improved environmental
quality and customer satisfaction. Misjudging either or overemphasizing
the former at the expense of the latter is what can be called green
marketing myopia – a corporate preoccupation with a products
“greenness” rather than consumer needs, Marketing Profs reports.

When consumers are convinced of “non-green” benefits, they are more
inclined to adopt green products (whether promoted as such or not).
According to the article, green products succeed when marketers kept
their eyes on ”The Three Cs”: consumer value positioning, calibration
of consumer knowledge, and credibility of product claims

Here are some tips from the article:

  • Educate consumers with marketing messages that connect
    environmental product attributes with desired consumer value (for
    example, “pesticide-free produce is healthier,” “energy-efficiency
    saves money,” or “solar power is convenient”).
  • Frame environmental product attributes as “solutions” for consumer
    needs, for example, “rechargeable batteries offer longer performance.”
  • Create engaging and educational Web sites about environmental products’ desired value.
  • Make sure that environmental product and consumer claims are specific, meaningful, and qualified.
  • Encourage positive word of mouth via consumers’ social and internet
    communication networks with compelling, interesting, or entertaining
    information about environmental products.

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