From Environmental Leader
Green marketing should focus on how consumers respond to social pressure from those around them, rather than trying to force individual consumers to change their habits, according to brand consultant and Environmental Leader columnist Guy Champniss.
Writing for the Guardian, Champniss says discussions on sustainable consumption have tended to focus on the antagonistic relationship between people’s intrinsic and extrinsic values. Efforts have focused on forcing the individual to reconnect with intrinsic values, such as concern for the greater good, says Champniss, who is co-author of Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success…
Read the rest of this article at Environmental Leader.