http://www.triplepundit.com/2008/08/the-time-for-planetary-partnerships/ Business, Better. Since 2005 Sat, 20 Mar 2010 00:41:18 -0700 http://wordpress.org/?v=2.9.2 hourly 1 http://www.triplepundit.com/2008/08/the-time-for-planetary-partnerships/comment-page-1/#comment-11239 Jeff Stern Fri, 08 Aug 2008 15:47:00 +0000 http://www.triplepundit.com/wordpress/2008/08/the-time-for-planetary-partnerships/#comment-11239 In b-school, we heard that time and again customers would answer surveys saying that they were willing to pay more to buy green, but their behavior would show otherwise - the prevailing wisdom said not to trust the surveys. This was in 2003, so consumer behavior may be closer to matching their attitudes now, but consumers may also be more aware of greenwashing and distrustful of green claims by the companies. However, a trusted 3rd party certification and a clear rewards program may be enough to transform attitudes into actual behaviors - best of luck! In b-school, we heard that time and again customers would answer surveys saying that they were willing to pay more to buy green, but their behavior would show otherwise – the prevailing wisdom said not to trust the surveys. This was in 2003, so consumer behavior may be closer to matching their attitudes now, but consumers may also be more aware of greenwashing and distrustful of green claims by the companies. However, a trusted 3rd party certification and a clear rewards program may be enough to transform attitudes into actual behaviors – best of luck!

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