The Green Bundle

Pairing the Market with the Planet

Business & Finance, Economics, Sustainable Development
Cover of the book The Green Bundle by Magali A. Delmas, David Colgan, Stanford University Press
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Author: Magali A. Delmas, David Colgan ISBN: 9781503606425
Publisher: Stanford University Press Publication: July 31, 2018
Imprint: Stanford Business Books Language: English
Author: Magali A. Delmas, David Colgan
ISBN: 9781503606425
Publisher: Stanford University Press
Publication: July 31, 2018
Imprint: Stanford Business Books
Language: English

The market for green products has expanded rapidly over the last decade, but most consumers need something more than eco-benefits to motivate their purchases. Magali A. Delmas and David Colgan argue that many green products now offer the total package—a "green bundle" that checks the environmental box, but also offers improved performance, health benefits, savings, and status. To help consumers cut through the noise and make their best decisions, we need new strategies. The Green Bundle offers some of the best and most effective communication techniques for pushing consumers in the right direction.

Framing product benefits to motivate behavior is the key. Combining insights from sustainable business and behavioral economics, Delmas and Colgan show managers how to lead buyers from information to action. If you are looking to win over the convenient consumer or understand how companies can create the next tipping point in green consumption, this is the research-based, practical guide for you.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

The market for green products has expanded rapidly over the last decade, but most consumers need something more than eco-benefits to motivate their purchases. Magali A. Delmas and David Colgan argue that many green products now offer the total package—a "green bundle" that checks the environmental box, but also offers improved performance, health benefits, savings, and status. To help consumers cut through the noise and make their best decisions, we need new strategies. The Green Bundle offers some of the best and most effective communication techniques for pushing consumers in the right direction.

Framing product benefits to motivate behavior is the key. Combining insights from sustainable business and behavioral economics, Delmas and Colgan show managers how to lead buyers from information to action. If you are looking to win over the convenient consumer or understand how companies can create the next tipping point in green consumption, this is the research-based, practical guide for you.

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