Green Marketing - US - April 2010
Despite increased awareness and interest in green living and climate change, the job of the green marketer has not been made easier. Corporate ethics is now a major field of study and an important focus area for many companies. This increased level of competition makes acquiring the consumer's attention more difficult. Moreover, consumers interested in making ethical purchasing decisions are now less willing to sacrifice convenience for green products, pay a premium for them, or research confusing and conflicting claims on their own.
This report aims to help green marketers cut through the clutter, and consumer fatigue and skepticism, to make clear cases for consumers in an increasingly green-oriented world. The report incorporates of both a custom quantitative and qualitative survey, alongside expert coverage of the direction of consumer sentiment. Insight into the green consumer’s mind and broad trends is provided along with the following subjects:
- How the recession and government action have altered the playing field for green marketing
- Which green subjects are getting the most attention from companies and from consumers
- How people of different ages, races, incomes and education think differently about corporate responsibility
- Which marketing strategies are most likely to win over or alienate the most committed green shoppers
- How companies can maintain good green reputations and overcome bad ones
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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