Avoiding green marketing Myopia
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...... Calibration of consumer knowledge includes educating consumers with marketing messages that connect environmental attributes with desired consumer value (i.e. energy efficiency saves money) (Ottman, et al., 2008). Calibration also includes creating engaging and educational internet sites about environmental products consumer value
Credibility of product claims includes three steps which basically say that green marketing
efforts should include environmental product and consumer benefit claims that are specific,
meaningful, unpretentious, and qualified. This also involves procuring trustworthy product endorsements and eco-certifications and educating the public about them (Ottman, et al., 2008)......
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