Marketers can more effectively promote sustainable decision-making by telling their audiences about the sustainable actions of others.
Business Functions: Marketing
Want to start 2014 with a win? Make better business decisions immediately with our list of the 10 most popular research findings of the past year.
Eco-labels or sustainability ratings can be an important guide for purchasing sustainable products. But not all rating systems are equally effective.
The involvement of all stakeholders, even if they weren’t initially supportive, was key to the program’s success.
Researchers believe ecologically harmful human tendencies may be hard-wired, but strategic marketing can mitigate our bad behaviour.
Studies demonstrate social normative pressures can lead people to adopt positive behaviours, which can be useful from an environmental marketing standpoint.