Business Functions: Marketing
Slogans and ads used in environmental campaigns often use stronger and assertive language than ads for consumer goods, which is critical to their success.
Corporate social responsibility (CSR) information reduces the value consumers give to luxury brands associated with the pursuit of “perfection.”
Through a survey of Spain’s 500 largest firms, researchers pinpoint three approaches to CSR to ensure it creates value for the company.
Owners of environmentally-friendly vehicles are less willing to give up driving altogether, but are more willing to purchase another hybrid.
Consumers value corporate social responsibility (CSR) and responsible products when they see information, moral alignment, and affordability.
A responsible corporate image is hard to build and easy to lose, and managers need to treat it as more than a short-term public relations issue.
When considering pricing strategies, what price premiums are consumers willing to pay for “green” products, and what types of products will they consider?
Can a product’s sustainability—or lack thereof—influence how consumers view its other attributes? In which contexts can sustainability hurt sales?
This primer defines what socially conscious consumerism is, who does it, why, and how to market for it.