Growing consumer concern over the environment too frequently translates into greenwashing strategies instead of a corporate culture that has genuine concern for the planet. This is unethical and must change, says Angelo Nicolaides, Professor of Business Ethics at Unisa.
Writing in the latest issue of the ‘IMM Journal of Strategic Marketing’, the magazine of the Institute of Marketing Management (IMM), he observes that this approach is not surprising, given that there’s ample evidence of consumers being willing to pay more for products and services that they deem to be friendly to the environment. For example, a 2008 survey of US restaurant customers showed they were happy to pay 10% or more for food and beverage items sold by businesses engaged in green observances.
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