Environmental marketing: positive strategies for reaching the green consumer

Abstract

As corporate America responds to growing public pressure for a cleaner environment, more and more companies are jumping on the bandwagon. But without proper planning and skillful guidance, such a move can produce punishing consumer backlash. Environmental Marketing aims to show professionals how to pinpoint and capitalize on the unique opportunities inherent in corporate and consumer environmentalism. It sets down guidelines for developing and implementing new strategies to position competitatively and promote products or services. Designed for practical use, this guide profiles the experience of actual companies - McDonald's, ATT building brand loyalty among environmentally conscious consumers; forging cooperative green merchandising strategies with retailers and environmental advocacy groups; negotiating the maze of federal, state, and local regulations; and ensuring the long-term support of shareholders or investors. Complete with summaries of environmental claims regulations and contact information for key federal regulatory agencies and environmental advocacy groups, Environmental marketing establishes a framework for executing successful approaches in the competitive '90s.