In this article, “America’s 10 Greenest Brands?” posted on GreenBiz.com on September 29, 2009, we read about a consumer survey that identifies what consumers feel are green brands.
Many of my students are interested in sustainability and making green purchase choices. This could be discussed in the context of sustainability, marketing research, or positioning. It could also be a fun example using “Clickers.” I created a question that asked “In a survey of U.S. consumers, which of the following brands was not listed among the U.S.’s 10 greenest brands?” [I had five options – including Disney which surprised me by being on the list – and added Method which was not one of the Top 10.] In addition, ideas from the article can be singled out for discussion. For example, 38% of Brazilian consumers show a willingness to spend a premium of 30% or more to buy green products.