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Beyond Marketing
BizReport : Research : September 28, 2007
Should marketers go "green" to win consumers?
There have been many advertising campaigns launched in recent months that have focused on the environmental benefits of products. But a recent study from Ipsos Reid indicates that these "green" campaigns aren't winning consumers over. Is this a wasted effort?
Researchers found that seven in ten Americans feel green campaigns are simply a marketing tactic; these users are also quite wary of companies who employ green campaigns. The study also found that only about 4% of those studied disagreed that green campaigns are a marketing tactic and 26% somewhat disagreed with the statement.
So, should marketers ignore the fact that products are environmentally friendly?
Not necessarily.
Though the study found that consumers believe green campaigns are a simple marketing tactic, researchers also found that almost 50% of Americans are somewhat likely to pay more for a product that is green; 10% said they definitely would pay more for a green product.
While Americans aren't convinced that green is more than a marketing tactic, it seems that these same consumers are willing to pay more for products that truly are green. If marketers have a truly green product, then, that fact should be made public but doesn't need to be the focus of a marketing campaign.
Tags: advertising, targeted advertising
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