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":"096021a280d6d25d4b46e4588e057ff4","s":"7a8043ff9692f3ac"}
Share your thoughts. Click here