People are more likely to buy an ethical product when marketing makes them feel good rather than guilty.
Business Functions: Marketing
Customers will pay more for a product or service when a greater portion of the price goes to the cause. What else influences people’s willingness to pay?
Your company’s environmental track record will strongly influence whether or not people blame you when things go wrong.
Based on 20 years of research, this report on social change answers the question, “How can companies help change people’s behaviour to benefit society?”
Companies can change people’s behaviour to benefit society and the environment, foster goodwill, and create new market opportunities.
Boost your corporate social responsibility reputation by promoting your company’s safety record and job creation, rather than your green products.
People who care about poverty in developing countries won’t necessarily pay price premiums for environmental products, and vice versa.
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Consumer perceptions of the effectiveness of environmentally-friendly products affect how much they use.
Consumers reward companies that offer fair products, even in price-sensitive industries such as consumer banking.