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Green Marketing for a Sustainable Future

Eco-Innovation and Green Marketing can lead to top line sales, differentiation and improved brand equity. The obvious assumption of green marketing is that potential consumers will view a product or service’s “greenness” as a benefit and base their buying decision accordingly. While green marketing is growing greatly as increasing numbers of consumers are willing to back their environmental consciousnesses with their dollars, it can be dangerous. The public tends to be skeptical of green claims to begin with and companies can seriously damage their brands … Continue Reading