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":"f4b28e5e5b4002de2370e5ae2b3b1104","s":"5609d8ad33633d22"}
Share your thoughts. Click here