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":"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","iv":"f30c3462b3b91e7dcfc48223fbf88670","s":"94a347181b20356f"}
Share your thoughts. Click here