Retnawati, Berta Bekti Menghindari green marketing myopia upaya peningkatan performa produk ramah lingkungan. Menghindari Green Marketing Myopia: Upaya Peningkatan Performa Produk Ramah Lingkungan, 1 (1). pp. 121-129.
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Abstract
In practice, green appeals are not likely to attract mainstream consumers unless they also offer a desirable beneft. To avoid green marketing myopia, marketers must fulfll consumer needs and interest beyond what is good for the environment. The Three Cs of consumer value position, calibration of consumer knowledge, and credibility of product claims are three important principles to avoid green marketing myopia. Third parties with respected standards for environmental testing and Eco- sertifcations can help to clarify and bolster the believability of product claims.
| Item Type: | Article |
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| Subjects: | 300 Social Sciences > 330 Economics |
| Divisions: | Faculty of Economics and Business > Department of Management |
| Depositing User: | Ms Berta . |
| Date Deposited: | 10 Oct 2019 09:48 |
| Last Modified: | 10 Oct 2019 09:48 |
| URI: | http://repository.unika.ac.id/id/eprint/19882 |
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