Menghindari green marketing myopia upaya peningkatan performa produk ramah lingkungan
| Main Author: | Retnawati, Berta Bekti |
|---|---|
| Format: | Article PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
Conference in Business, Accounting and Management (CBAM)
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| Subjects: | |
| Online Access: |
http://repository.unika.ac.id/19882/1/Menghindari%20green%20marketing%20myopia%20upaya%20peningkatan%20performa%20produk%20ramah%20lingkungan.pdf http://repository.unika.ac.id/19882/ |
Daftar Isi:
- 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.