The Market for Green products has expanded rapidly over the last decade, but most consumers need something more than eco-benefits to motivate their purchases.
He is a writer and creative director with a background in policy, law, and politics..
David Colgan is Director of Communications at the UCLA Institute of the Environment and Sustainability.
Prior to embarking on her academic career, Delmas worked at the European Commission as the Economic Advisor of the Director for Industry.
She is the Director of the UCLA Center for Corporate Environmental Performance.
About the Author: Magali Delmas is Professor of Management at the UCLA Institute of the Environment and Sustainability and UCLA Anderson School of Management.
If you are looking to win over the convenient consumer or understand how companies can create the next tipping point in Green consumption, this is the research-based, practical guide for you.
Combining insights from sustainable business and behavioral economics, Delmas and Colgan show managers how to lead buyers from information to action.
Framing product benefits to motivate behavior is the key.
The Green Bundle offers some of the best and most effective communication techniques for pushing consumers in the right direction.
To help consumers cut through the noise and make their best decisions, we need new strategies.
Delmas and David Colgan argue that many Green products now offer the total package--a "Green bundle" that checks the environmental box, but also offers improved performance, health benefits, savings, and status.
Magali A.
The Market for Green products has expanded rapidly over the last decade, but most consumers need something more than eco-benefits to motivate their purchases
