10 May '11, 12pm

Charge Less, Sell More: How to Price Green Products

Price is the number one reason more Americans are not going green, according to OgilvyEarth’s recently published study, "Mainstream Green: Moving Sustainability from Niche to Normal." At first we at OglivyEarth weren’t too surprised by this finding; years of consumer research have taught us that consumers will always claim price is the biggest barrier to purchase, but the picture is usually more complicated than that. However, as we dug deeper into the green gap — the gap between people’s stated intentions and their actual actions when it comes to living and purchasing sustainably — we realized that in this case, price really is a major barrier to a mainstream green movement in the U.S. for a whole host of reasons. Our study looked at the green gap across the U.S. population and found that, of the 82 percent of Americans who say they have good green intentions, only 16 per...

Full article: http://www.greenbiz.com/blog/2011/05/10/charge-less-sell-...

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