Why Consumers buy "Green" Products

Last Updated:
Thu, 2015-07-16 13:40
Last Commented:
Sun, 2011-09-04 05:01
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NPR recently did a story about some companies that are still using green terminology as a marketing technique, and they analyzed the effect of this "green-washing" technique on consumers. NPR interviewed Ed Maibach, director of the Center for Climate Change Communications at George Mason University, and he found that people make decisions as consumers, but they also make decisions as citizens.

Maibach explained that consumers are making an effort to purchase more environmentally sustainable products. However, when people switch to citizen-mode, they tend to not stand up and be counted with their elected officials.

How can it be that people will take the steps to become more environmentally conscious and then turn their backs on the legislation intended to further their efforts?

It seems as though advertising has brainwashed consumers to purchase anything that merely says it is "green." Companies know this, and they intentionally market their products in such a fashion. Although consumers are taking the right steps, they do not know why. They do not understand what green is or how the product encapsulates "green" features.

It's time for consumers and citizens to merge. Upon learning about sustainability, citizens are likely to maintain their consumer spending habits and perhaps support green efforts in other areas of their lives.

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Maibach argues that some citizens are more concerned with the current state of economy and have put sustainability aside in their minds. By earning a LEED Green Associate credential, you will find yourself on a new career path to a thriving industry!

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