Two Case Studies in Marketing to Environmentally Conscious Consumers: Marcal Vs. Ben & Jerry’s

Abstract

With the green market growing at 29 percent per year, (Rubin, A., Personal communication April 4, 2012), many businesses are going after the high-disposable-income, highly loyal Green consumer. Yet other businesses may have taken steps to green their businesses, but fail to realize how much marketing “juice” that commitment can provide, how much loyalty and trust those steps can engender.
Interestingly, research by the Shelton Group, J. Ottman Consulting, and others show that many green businesses can benefit by turning their green features into superior benefits that can sway the non-green, or the non-committed green.