Who Are the Green Consumers, and What Do They Want?
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The results from our survey conclude there is a large amount of consumer concern for the environment. We suggest marketers pay attention to two important recommendations in order to to be successful at green marketing. First, in order to increase stagnating sales, marketers should focus on packaging their products in recyclable materials. However, this packaging can not be made of just any recyclable material. If the marketer wants to ensure that the recyclable packaging benefit will work, he/she should use aluminum since it is preferred the most by consumers. In addition, if the product is traditionally purchased most by females, the benefit of animal-free testing should be stressed. The reason we concluded this was because thirty four percent of the females we surveyed said animal-free testing was the most important environmental benefit to them when making a purchasing decision. The second way marketers can generate greater profits is to increase prices on green products, since eighty-six percent of consumers polled indicated they would pay extra for an environmentally safer commodity. However, this price change should not be greater than one to five percent in the introductory stages.…
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