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.
表中的内容
Introduction
1. What Sustainability Has Come to Mean
2. The Green Bundle
3. No Substitute for Quality
4. A Status Update
5. A Healthy Perspective
6. Put Money in Context
7. An Emotional Connection
8. The Pitfalls of Greenwashing
9. Sending a Clear Signal
Conclusion: Reaching the Convenient Environmentalist
关于作者
Magali Delmas is Professor of Management at the UCLA Institute of the Environment and Sustainability and UCLA Anderson School of Management. She is the Director of the UCLA Center for Corporate Environmental Performance. Prior to embarking on her academic career, Delmas worked at the European Commission as the Economic Advisor of the Director for Industry.
David Colgan is Director of Communications at the UCLA Institute of the Environment and Sustainability. He is a writer and creative director with a background in policy, law, and politics.
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