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How to Profit From Being Environmentally Friendly

Author

Listed:
  • Behe, Bridget
  • Campbell, Ben
  • Dennis, Jennifer
  • Hall, Charlie
  • Khachatryan, Hayk

Abstract

Recently, marketing of products with environmentally friendly characteristics has become a promising strategy to attract a specific segment comprised of environmentally conscious consumers. However, the question is whether investments in environmentally friendly production practices are economically viable, which partially depends on consumers’ preferences and demand for certain pro-environmental attributes. Does it “pay” to be environmentally friendly? Are individuals concerned about the environment necessarily willing to pay a price premium for environmentally friendly plant production practices? The extent to which individuals are concerned about environmental problems may influence decisions for products that offer environmentally friendly characteristics. The key is to know who these people are, and how to market to them accordingly. If you find the right answer to these questions, you’re on the right track.
(This abstract was borrowed from another version of this item.)

Suggested Citation

  • Behe, Bridget & Campbell, Ben & Dennis, Jennifer & Hall, Charlie & Khachatryan, Hayk, 2014. "How to Profit From Being Environmentally Friendly," Outreach Reports 290157, University of Connecticut, *Charles J. Zwick Center for Food and Resource Policy.
    • Handle: RePEc:ags:ucozfr:290157
    DOI: 10.22004/ag.econ.290157
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