The green bundle : pairing the market with the planet / Magali A. Delmas with David Colgan.

Format:

Book

Author/Creator:

Delmas, Magali A., author.

Colgan, David, 1979- author.

Language:

English

Subjects (All):

Green marketing.

Green products.

Consumer behavior--Environmental aspects.

Consumer behavior.

Physical Description:

1 online resource (289 pages)

Edition:

1st ed.

Place of Publication:

Stanford, California : Stanford Business Books, an imprint of Stanford University Press, [2018]

Summary:

The market for green products has expanded rapidly over the last decade, but most consumers need something more than eco-benefits to motivate their purchases. Magali A. Delmas and David Colgan argue that many green products now offer the total package—a "green bundle" that checks the environmental box, but also offers improved performance, health benefits, savings, and status. To help consumers cut through the noise and make their best decisions, we need new strategies. The Green Bundle offers some of the best and most effective communication techniques for pushing consumers in the right direction. Framing product benefits to motivate behavior is the key. Combining insights from sustainable business and behavioral economics, Delmas and Colgan show managers how to lead buyers from information to action. If you are looking to win over the convenient consumer or understand how companies can create the next tipping point in green consumption, this is the research-based, practical guide for you.

Contents:

What sustainability has come to mean

The green bundle

No substitute for quality

A status update

A healthy perspective

Put money in context

An emotional connection

The pitfalls of greenwashing

Sending a clear signal

Conclusion : reaching the convenient environmentalist.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781503606425

1503606422

OCLC:

1198931193