About the product
This publication aims to provide some elements of response to questions frequently raised by the business community, including: Can corporate marketing foster sustainable consumption? Is there a strong business case? What are the key factors for successful marketing strategies and communication campaigns in that field? The text includes a summary of existing research on consumers' attitudes towards green products; an analysis of various marketing strategies and campaigns from pioneers companies and mainstream groups in sectors like clothing, cosmetics, food retail, automotive, etc.; as well as key tips to communicate effectively and a practical toolbox for practitioners.