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How to Profit From Being Environmentally Friendly

Bridget Behe (), Benjamin Campbell (), Jennifer Dennis (), Charlie Hall () and Hayk Khachatryan
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Bridget Behe: Michigan State University
Jennifer Dennis: Purdue University
Charlie Hall: Texas A&M University

No 29, Outreach Reports from University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy

Abstract: The green movement, at first glance, has given garden center owners a natural path to attract an ever-growing customer base that is concerned about environmental issues. However, if you’re not careful, you run the risk of overwhelming them with mixed messages and misconceptions. Words and phrases like local, organic, eco-friendly and sustainable have become part of the cultural landscape. The problem is, they often mean different things to different people. So what’s your best approach to addressing this problem? Ideally it involves knowing how your buyers might perceive each of these words, giving them a clear definition, and positioning your products in a way that would be most appealing based on these perceptions.

Pages: 5 pages
Date: 2014-04
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Working Paper: How to Profit From Being Environmentally Friendly (2014) Downloads
Working Paper: How to Profit From Being Environmentally Friendly (2014) Downloads
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