"Eco-Friendly" Marketing: Beyond the Label
Journal of Applied Business and Economics
The science is unequivocal: every ecosystem in the world is in decline. Without significant intervention, the world’s inhabitants of almost 7.3 billion are in peril. In light of this imminent threat and as a response to market pressures, public outcry, and changing national and international policies, businesses are seeking to rebrand their products by adopting a more environmentally-friendly approach. From various certification processes to other forms of green marketing, eco-labeling has been trending and consumer engagement rising. But without a thorough analysis of a particular product, the consumer’s belief that he/she is helping to contribute to a solution, may be misplaced.
Gingerich, Elizabeth, ""Eco-Friendly" Marketing: Beyond the Label" (2015). Business Faculty Publications. Paper 15.