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":"c30c463e61624d855dde7e5f722746df","s":"3b0581cee8c0645c"}
Share your thoughts. Click here