Company Approaches to Green Products and Services: What's Working and What's Not
William R. Blackburn
Customers are more likely to choose a green product of equal price, but not necessarily likely to pay more for it. Companies committed to being green must be specific in labels and advertising on the environmental and social advantages of the
product. Green alone will not clinch a sale, the company must be credible. Leaders should have a solid understanding of the environmental effects of every aspect of the product, and marketing and design teams should also be fully informed.