Marketing challenges of going green in the
| Type | Citation | Sources | Views | Words | Pages | Essay # |
|---|---|---|---|---|---|---|
| Term Paper | APA | 6 | 27 | 3419 | 12 | 34588538 |
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Reasons to green the marketing strategy
Firms may choose to adopt a green marketing strategy for various reasons, such as: consumer attitudes and behaviors, stakeholder and institutional pressures or collective action dilemmas
Consumer attitudes and behaviors
Although US was one of the few nations not to adhere to the Kyoto protocol, the American consumers seem to be quite concerned with environmental issues. Thus, 50% pretend to look for environmental labels when buying products and switch between products based on their environmental friendliness, 87% of the US adult population claims to be concerned about natural environment condition (Phillips, 1999), 75% of the same sample considers itself to be an environmentalist (Osterhus, 1997) and 80% of them think that designing measures to protect the environment will require major changes it the current lifestyle (Ottman, 1996)......
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