Communicating Eco-Friendly Benefits: Why Accidental Improvements May Be Better Received by Consumers
Doing good does not necessarily imply doing well for a company. Ironically, in the case of green products it can even be quite the contrary. Deliberately enhancing a product with environmental benefits to make it more appealing may actually lead to a decrease in consumer interest because consumers s...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2016-05-01
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| Series: | GfK Marketing Intelligence Review |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/gfkmir.2016.8.issue-1/gfkmir-2016-0007/gfkmir-2016-0007.xml?format=INT |