Marketing
February 14, 2020
Premium price and lack of awareness are barriers to purchases of sustainably made products. Source: The Conference Board.
By Dianna Dilworth
The price premium associated with sustainable products and communications challenges are key deterrents for consumers to buy from marketers with sustainability-oriented practices.
{"ct":"CpBpc6+puV76hCP\/ScymUUOGjSbk+w13NSIEzjYFCFVlXTcrxeyzPp2KatyaImsGKUcZ2xytK1OAZzBefaZa+MXCmM9bK1r3iFOzE0HkaI5j796V6d28vkBFVcHS0QTt6V5yJaXoqRmezLXORmXBbrm1f61cTc+rDwzjjb+NvbfWaPe+6UMu25LAXF2IDBiHKv\/WSzH0xJ49BbPpwPe8s6htK1ypGwM4yIejRA7LaNJDVvOGf1dWiUxXCMaGPQiM97wFvPTbIpkekZT0ygYjsofPvDvmzEMyh9X1MuHa8KMivuZmM\/ca9d7qXXGJTboZA8Arzozwy3Q+XB0Mh35Eu3vHrtjinO27vw\/7CQe1P5kRLm4zS2rP1SBZHEuYvTFaXWLTn2d7pJ4qecdiCZGJE5NObvVyBfWZIaWt76Np8IZKwv+nqMXyp\/Y3UOXqAdBSD1bcgnAXKKWag\/nQ36lJv7mps3Waa4EfWYxpbjwv0ZBXTjmCD4Bqxlp4FNxwaokNcQzUSRYAekz1VqQN\/0+rzqCqWsZgevzl0xPsxSti\/IeGQjC6uKggMN2Q66mjNqNB9jtHtgeOLCtBekZTGKDEorE+9zfSRGK9uamj7ckqlMjmODslzmodwf2fSkmCu6kqs4Pu9M3bdx\/FIMNMIn2sXrfaF\/zRTRhPgnaGETyF7jyfWdVInkwXp9DyOeUoHOy7ITaU6Em6cgqv2OMhDELwVVVXl6Uuw9GlIeIdYGJBOWG\/JELWxcr\/nbTLVYQBxajqpTxWRewOOO6fC0CnTDDufRyx3yz\/Jqm4Z3RqVGvUvjkks2DYN7QWYe+6SpY+o0WC6eUuvyD3qtSOxGH4ByodI+CPNlyp9iRN1PDYmYccLaxyvLzZr2H7\/5Q8kc6xwY6A41QH4\/8Wiwb5qeaQRuG0VB6y5iNDeARPynmh7EFfU6+B46eWZ+Qchlguw3FMIKpffEDQkj8OHQjIqemCq6fMA1Mo7umuE6r2O3xkr71oSjSJ8qg\/6QcjR25lUqD6WXZKEJuFGPGhKKj5TNuTiR0XbsQSmuqTrqg\/+cSBEKE56GZt8mBNb\/Bzyn2ZWi8BXb8ONz2ucCIt+l3Wn6T9iiiZ7CUSc1DNz53+8i7kAszA2JM+v1Xcsl4Kcj724pa46FiD+BlmgJ\/22Vcd0nWVYfUL69CLwNz2X2b8g\/I3IvyfvLq7YIA8OZ\/hARapXETbJeY5p5MPe0dLW9\/hCtfZq45v324nvhIyfhadJYar6QGe819L45cAryOM01rbRb\/Eypdx\/vucaB+t30KJRUesR+fNESpHDVjsQy0SpqfyJSGz+SBbSEtPDVeiGcOkGvwZUV170k4Xp6sqDZNxt7AEzRHA7qbiIGYBiW\/+xVgS+Qud\/tb\/uDAcyrHxerbseyz\/1DHl5Rn5kmA96hDe2V1iKQ8TgXvbyT4a8WkpJ2zlFilhrVIlaQo\/1hQ0UhggdtgW\/wMUSjg5t72GVipq4bHYhnnfQxXUhkuGSJ+gamMTFTeiRzsYsPVhC1vyvDf+vRQpixWNzV\/yTicnuL3P9ezLkTyfIoXtpFg0G6pukY8WbslXfqvLxS1NC+DBkhtGXosBCoiNy\/MDGcvHyZKbqYbt5bQpFe4by1uMG8sDSftGxlEEt+5vuSGS6dfIH47rwDHbNzdsylLbO0LJLnCL\/4ShXY\/mH9+ts3WBinBgDSWUMjkNL5JsS\/DQ4YEk2WubYGQsirrIbUe5KaPAT1EFv1fNn5ca1dB9KKU9BAxuVvE\/R5el9G13YiS8jPiOHdaUwqrPakkSY1cTRlRA389HN0Cj7sZKEurR9cVHVx2x\/gsqKn6nWn3sSjPr\/lZGME4fobYPI89sT+v4PeO2jNuIdU7AM0rpJ3PyBC6FPDdRj5CVjJkCHd6d3MpY3ecnFVJHUhIbyVqeVW\/qpRl6FvxRbyy0Q8\/AVY46jl7EU9eEexemq9a6mBuyT38RuVx6iW5zjCrx+HDeJm5LZVHd99M9msBXAXDg9f9nb\/ACTqEJynfqhu3JcPx1GW+aE7V5n4PM6XUYSD6iSMiBZZ2evWBthgKLYAHX3xvWdcPL+4riUiqT+7ywBlIa3dOUdYPfDprvGtCAvQxpVy0xj7z0tpSA+4R3VHKvmUcwV808tRXPUJLHo7JBZ6LXjKXnk7O23jqCXkAxJv746qPrGjLXfKklQLYAvJjREKK5RgoPIvNlFDK3EXstpMpmHkhf6H0vqUilScYzQTXOI1CSUx8\/\/rNrjro0wYPUVo94X+QgAwHMTpXq7DDWIK4520s4QJbfdSC+mNoPllXmrHvfzU30GrVThHtN2FxefIFlUkrR33WoM\/AuoxDUJEBER034If2eWGowbKkVsOWD53\/VCkGHzj1Ua7VmrQ6TycyBrocVk7dm6gMjn9HGLHkRLm3Norm5nOC38f6t6SqSRAsnq\/Cru\/AK2jrH\/RKZ86mk19xgNcWoNWMq4W86BjyDfjE6kde1LzyiwAxdQg1IXb68vTG11Kf6nQbRqgu3PSyypR0Z1S98Bwoe7YoCVhkQY\/RBhBiZiHG6qI+aAUh9jBeDho6azCv0As29UR6ZVqcN4D6YS9pBOLDPn0NyIq8pKlnPJKUAxXWhJiTggHVpumVLnB+Gf4skELHMcG8RTUQi4qvx9RFrLkTlv3HN\/rHK1F+CgnZPoQksXM1IzL+5esh8rjIDiJULk92Zwh9CDlq+9s1keQ0NlV4nwUbTj2DcxY826gU\/jnjxJN6t768CVcjfmo\/G22633BUEALEOMbMyAqKuvyMbEYuqCP+25en0zhrrCI40VxIllyY0VBdWcffcx37QIWHd6MO1h+UCTUtgfw\/dq1E\/uRu1V4UgfSTNQFRVdM+kWnyurWjp10tG9ZxHevhlTK91SYW1TmKih5oLZut8dorYLxuh1YzLCPxvDQEGEsktTw1qrwWSZuMpua\/pgeYk6BipuTwMxBo1MDWVH7vR0ZsPERje0fducyzq+OCgdIiObxRyYparOpl5xZ4gvADfMrGjNb429E1g56dcJwJ7SJojRlBvMFiDzFcJMvxzPOSuajN1YaDKYC9n8H\/fwIvUZC5q3gujfm3GD+c7f5NsQ6Vlu7GYHI9wKpJqKeT2imUBOcRgENmUetw1+c7qVI+0572POVaIs\/Xi\/4CoN0\/nbWonEp052y4G0pTTW3Mocopkn1Xlnj0wRQt6Ow3YYw\/0f6dy0YoUUeHbrWhh70L0aXlE4SLQCTikTW1xEqlwkRDTWkQOtnPFLjj0gt8WdfRheTcU5rz0acGN4hTuYInp40+STW8bmYVc3gQe8YhOS1LM9D0K5GIVXpNU99DcOUeRxHt4aojImHJ6d3LRWKb5ks3kVuRPGkHj7in9QRhU06u46TvRA7qFHTSIBWrdIaDbebwK1TQHXwu74CRf1WLwuY42lmVjAS11dM5i\/OOZtTea+g8tSH24V624wCdu5KV3o8hODl1CM0CUNp+cThSMeV9Btm9HX10jYnRJ5CRKXXEEJkD9pR\/6\/1Rw9ax46iLLel+FLXbLtM+M8KCrpXDmcmjhpCbVkz\/lwHOouSXW4pacy4knQFArOQar10jfoCV8BwoEKvK1+kPi8weDOX9Wk51VifKJaZq9b0qfupq+J3Zpzz4f+EGBG+tehpaoG7dXsOE6TP1E63+64XrvqetA63MM2TzjWBsIIf+vuxCbBmB7VQa1vmISfGp7MP5KpgmhCblcs+FGoeGyepxabWIqmT9Rn4lEEqMzVb8deqgX6Oq4v6GTtxFwZFo3T2IdL\/OOdC4Y69vAAurcH+uTiccIorIBpHA+jBAWwg+LrRwljRurzofzGhvNYXT+Q\/87zlUvW5fcxFlhBQgH44vPwVPoExQLOnsC+lnEcLcj9DYjG\/yh8S4IprgReFEGYXgGCDDEq9Bs1zfQ6M+0Iv7gHxFLUicSEl6j3PtCLze9ZSXI3Q\/GWY0iVFdxrfU0IyYTxZl\/FuFyChBfbzUFdpq1DKe6TtgeXaovUpMjHVn8mLTbHn4VUNWAnX43odTG+pdaH0Py56e603ex3zZnaBeP35JxF5M60YMOG5dMqXCvN+CvaGqp6oKoLMOOFvAzE+hSW32vJXv2Za1wNxsHE33b\/rwZFjOb9JuiiQ0QKj7w2IJPBvnpeNK23qSGm1zn72dqBNrILTMWA0Te01zg1Btcp\/pFYtyXGNqjwkKKuL+lajLBM7RwaxVBacNeAkFN\/JjuPQRsxE0716LMK5iR0sesQ6cPQARa0KrG4owZ6PJ5Ia\/3dwsAZiTJiLSxhx+0tMjNtA+gDZZc9gQglVlulLy2kVW+YzGwnC2KA0dI1KsuLHlAB\/2X0ayEYiONndzFyHpn06suSG3CEuxEQWVjLTE+Me12eqeZ6N+8u2uxWVp2Uo+5AFs065JzEsoGjuP1dykRAuRwCddZIMVEDwlhwx16oIdc0UKkdsww3ZI5ybyfr62Pd2S9g2kSPMZ+47RnR6XW\/+Br9SBMgPCoVvlNdSt2aYlpMDkhwh+nD3M2fsT5gJKXEpuOjSLzl056CsggKUpo38jD9fDJIyRxwaZzacFTmpTeqvWcuwDs5Tm1r8PV\/ulGlytg0UMc3FnhV3UbHx34CeC2YjhfLC2OGtq61Q0VTh5ksCzxF5CA09z7mF\/Qlqfx0zS269Ab3OleIJDxu4LuvI24qnyztXSrSNDTU5nNOLO1rSESzDx2ZOLkUI8IWA9wY3rxGOEOAgwiJSds6d3HJ9lp8tb\/KgObg2z53cji62OOvknEWh1la0XNzwOJ9bHEvKjgIQYup8m2xygyYbCzrtQ1M7lpl2pl6wEfXkLkdufx42B1glHxPbBnucnP94LdK6Akj0JipffczWwXUhWDIPtjwDGEgohN4OOWE7MiOyNJxsUI8XEVYPo6qox4VpwaaYlpFYPkq6btDQRJheoBSoKxAci1WydTj8Xf25mMI1JnncCQauHIfPd68NgUQn4c00dmeKrgTAMtdgBBQWY1h9Nu64GSDxnim+3ILE\/qe5IKoUmXf91gWtgCfjbxbc2V7EIGaJ7l1LSCyOu\/G1JaK055ridK+OCETpSz1qfR6Hk\/EXoG4HTOaIKe67zlk36fi1HqhYjdchAsiVD3iano2lWeQJGmMHrCq2G6vCIHmUiJB4104GFDDT7sME3UlFc0XyJVLAqVbGkq\/1shDSIoVu\/i48FgfJufygl2JCf20CUoicL8N8jGcjKGkZKgl4hU1WrytYFXj7qDCGpuFr4LZxL7J5T5mX20eu57kj\/hqiLbcSAQ9LfhPKG3pdPjnboLtoG6vPXK\/hlfcKzUBjcUMolK\/+A82n\/GsB3VeRprOH8l\/nPywRYDNgeQdRE9WNtlNFEPKfWOf9GQHl5lE5Ve9nBOVdMl2VujNOKPWmVg0Mgxma5bDkstGqs2GorQG3ADbP7wQI38DcIjh3oKbZeVygnaP+17IoNjspbI1qUEhWhhWyE44mrg\/utNERd+qwB30oycGp9HT75e\/nWoSOvpqoinWp0N8CDf723pIhKbyZMZwTh8acn5b0cPuh2ippb1usCncE4Z9eDM8ParyXCNy6hDwYRNPnNJglb7I5H3kBXll5\/v0DKdw9CgSsyxLnnRTYdfvcpg21tlT1KN40VvmCwJKdXyaUjOPrJ0FYKEXZO6aqqpMwVTGXet7vq1W9Nd5bgafahLQfTmgWAcsbhHbz9Yt2oR+I2h5o5QufPlRMS38ZidA39Kf\/88Twi61O+Bybj+cVs8pO1WfdhV2ZtpRJbwPqhPTTJV15S\/R+3uN0HtIg47EB6Tja4Ivwd+A8Xyh6vMR9sOb\/pMrlhDhsOLMvqbzefc98ExbuGEl0EG76BStmXnEsG1LTnvzR25UUkAdCNlE885KkHhgKLLdbgcLmmSGV1LDwKQH4SO+e0hiCsWsQlkY0h5DJwtiHJxQuMD7uQ6i2h3u4dK9U+bGDU6VLMIL2boAhmQcTBkG4jYTQ0+JQdymIG16o+ufCY8IGabIN99u8SRuKZ98g24y9BXlcrqx\/llLLeG1YUm3J89d0yqpeWDTT4qP4Ga2lBUh78q+iohtCL6E4V0y2mRhulJSCrGKeRD9Rg1zsXDcXqs2QMb+Xd1e6mf7hXQUkxJQJKEUMvF0bHG\/bY55vqSGjvFD3anYPYQuHVOpEhPzU6miXHnxWhs\/GRzqHItXgl5uIoOkZB9Bf8PmAzBHK9c+MjY6wjMsTMwTGBTKXNOTRFLCPX67Hm9fLaoLqsh7OcHZCDZpWH4fK+ivYSmRtp0s8P2JXfks7vj3HPa1SI+DpyWEAQOjhmzdfz\/Zzm0m3gIJqP8bMjTtRLhA626M4amv6FPTyiD+oURynb0z1Q9kknyvPYlTJt5jBaaoK0o\/ts\/IlKwrLkJYWXcy2dD8FEvUMFz5YuvVCxTJ+8uydKQdSwDCOxlcQS\/AGXgr02UesM4DjKyhrloYZr\/sObg5FyhcgZLUCW4tXsJ30nJCHPgzMwg\/hSt8hmtKy5baWbFAh\/QChy\/3\/n3yUlQnKGpcyZzRJmXdTNOiCl+0J4jOoXq1O9i08u\/aPhmNa9PJ5HZ351tHIwlqehJffrjXIuK03jQwJdSZHv9DPVVI\/Vi36GbCi9AhOSuAJoEmK7aNd7pY52K7OUgYr\/itH8rsDOHpwOM2z5dK\/5A9Tw1YAzl2So5OArGN9N\/ENgT7y\/mjliolavbDEwbuU2n3vy4\/bM4cQDxbScohxxgSuqUIraE+drA4u2IW1YAGAuu8VUJ7d7hcN\/8m3c9U4f7VJsvNK1jjXSRE3jfnwWIZ5Z8ULQDSbLAC8IZeiIrBZaro\/9DK33foBqN4ACt63cp\/w73YDG6UtVAvLUr2sh4i6dfjznY83dr3UcvhufYaFqVyTvpyFw+OlwLnWDWaOrtdL0Hvlnq0aXC8QFHu0gw9dFQIldSCITtMkH6gIGLgy7ZpiL8D2GpwxKavg1F2D+jAK2iUVBqEsKVu\/G7N37E2R6bkuWApX4G\/4N0CNcl2E\/5OyDm+ewzx+b3feHwKQdQXZyyUO2svcLaMl48Uzljle6bVhbhUTAatm5b5Kd3KnzM87fyghwd+G44DdmJW64kQt5wjycsr44Z6mb0Xj0QIHnMGAhH156vsRAtvcHY5RVIRtYFsv9rPdIcpM8i6OD7jEbzL\/VEqDUW1WIcJfG1cyK07gxUgal0OvJaKpyRElcl2b7MO+xwKnB7gC8JY7YVxCRQFRwH91n5GGfgkI1uXv4PTRHD8lEpVclgngo95BSDKVONUe1O7nuJalCe3i+ue18f20JwPXxoS3HHi6660Vsg54QBTsw\/UYLYXW7NYMjxLdN8x0Wj4cNjoNhmuGc7x5vwilIey8f3HWWB1g9o1UC9cyjUmiEzm4LmYy7Jz68SFcOLrKmD0Zomvgb5BZr6dIhVcxJeZzNCZTg3\/cw4w71NCacdbQhnoSffCMMMTv2KL2VM8N5MwgHFzlwSgEcX2Ksbsh\/r10CyNo8XeQhDXTL9vRzXvU2faru4r+67tgCtHXzHWHZHlbKfYje79AlBedUY+UpMi3xjBT8G6y5VB9sRp25SenfGuhnCG0PHAv6NXzSfAAugva4nPHUBvShmH2LPxYnvSOVXI7LLZqICZQ17wcS0AjQsHEKjIbWw4iDt8O4TB5bHYFcqAVVlr\/tDlwSolZaL\/60k2QeaQoT1MBsnNi04Erg4MJXujQsoXbE4p0aro9WCjH+GKkaVEDtWwp4BnDHpMUUSzWUMyBX\/QCRDWOzCxZ6qtpqcAm516B0Z21XaUYMgaUcYyFHtClB20VQo6UUdS5w65kXjrpi0RmV7h+YQQkRrHvjW9eoNzTduT+98E3hZqRB10a0jeMYUSWyFGKBZCrecOvn57HoktIbmVMtwpJJN\/yb2m3oqnPEQ8\/LqNsHC7L+SFUIJ1yTXIGEBWMF0M+YHgMy4y3ZVFmuXN7S0\/0BNvrUd\/g7QG\/0XfLcbRKaH542cTJb8a2JK0TZPT6quzylhrTldMaRGU4tZkWchGPdJVMb0LhEa6E8nxYd3Nhn80C9H+xpkxNCeaXhii2GvvqKbjYid9cgA4U3T+yFzsBBIewhv9XX1JGcc+g7Ye+2LeXf\/OmMSyCf2DH+adMYdIHvXzgcGCr3ymVxXPqKar3hxTitssk\/kgsB6KE+xlm7fuhF+2\/3nfMyiNyrzhCbzr3xOQAdCVZ+pAy7xxM4NaOHtPvp2I3g6lHyJTMIzKlRlaVFUt9OT9ZQO3PSLMovllgg8+2ocXK6z6cw8fCq6N6DQLDbrTJe5mNNtye4TWpeW9isJg2qNZ4Rey3PnQs11CI8bnglyXrfJfRS6Ngx+cfkAWQPu+A+IilFfS+SL8Je9u8GeBMPb9eKFjX9YWhbkoBGM","iv":"70f3b642f768bb797d7ea0e1f88b31de","s":"c9f001276d63336c"}
Share your thoughts. Click here