Kaplan Eduneering: Toward a Better, More Effective Brand of Green Marketing

Sustainability and Consumer Behavior

CEOs are getting the message that corporate responsibility is a powerful way to build competitive advantage and brand commitment, and more and more corporations are accelerating efforts to proclaim their values and vision. They’re driving do-good messages onto their Web sites, annual reports, and advertising, and with good reason: growing legions of “green” shoppers are a coveted high-value consumer segment that buys more products on each trip, visits stores more regularly, and demonstrates greater levels of brand loyalty.

A 2009 Deloitte Green Shopper Study found that sustainability considerations either drove or influenced the buying decisions of more than half the shoppers interviewed. The study also found that these green shoppers are still on a learning curve. They do not always immediately understand a product’s social and environmental benefits and need help at the point of purchase.

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Toward a Better, More Effective Brand of Green Marketing

Sustainability and Consumer Behavior

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