Green Makes Green

Environmentally aware consumers tend to earn more and are willing to pay more for green products, such as organic produce and hybrid cars. The problem, however, is that only a very small percentage of consumers make their buying decisions primarily based on the environmental qualities of a product, says USU marketing professor Ed Stafford. Stafford has done research on green marketing through a U.S. Department of Energy-sponsored research program “Renewable Energy for Rural Economic Development.” He’s found that positioning green products on their inherent mainstream benefits can broaden their consumer appeal and enhance their likelihood for success.

From, “Marketing a Green Product,” by Karen E. Klein, BusinessWeek.com, March 5, 2007. For more information, contact USU marketing professor Ed Stafford [ed.stafford@usu.edu], 435-797-3890.