31 Dec '11, 12pm

3 Lessons on Fulfilling on a Green Brand Promise

3 Lessons on Fulfilling on a Green Brand Promise

When it comes to the environment, consumer behavior can be inconsistent or even a bit hypocritical. Two-car families will buy a hybrid and a gas guzzling SUV. Parents will teach their kids to turn off the water while brushing, but take a few extra minutes in the shower to enjoy the peace and quiet. Somehow, we tend to overlook our own inconsistencies, while holding others accountable for their actions. Perhaps, then, it should not be surprising that consumers tend to be less forgiving of a brand’s missteps than their own. They are quick to assume green washing regardless of good intensions. Why is it that consumers hold green brands to a higher standard than they do themselves? It is not an easy question to answer. Certainly, as human beings, we have a harder time taking stock of our own actions than another’s. But, the distinction goes further. First, consumers turn to br...

Full article: http://www.greenbiz.com/blog/2011/12/31/3-lessons-fulfill...

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