The 60% Potential – Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption
Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption
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15 288 Ft
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Product details:
- Publisher Campus Verlag
- Date of Publication 18 November 2025
- Number of Volumes Großformatiges Paperback. Klappenbroschur
- ISBN 9783593521060
- Binding Paperback
- No. of pages256 pages
- Size 216x137x17 mm
- Weight 880 g
- Language English 700
Categories
Long description:
Yet, sustainable consumption has not yet reached the mainstream. Around 60% of people-the absolute majority-find themselves at a crossroads: On the one hand, they consider sustainable behavior important; on the other, they associate it with sacrifice or higher costs. This is where the magic of marketing and communication comes into play. Marketing experts Gollnhofer and Pechmann demonstrate how marketing can become the driving force behind a successful green transformation by: - Analyzing how to convince the mainstream,- Offering 7 concrete customer insights- Showcasing marketing best practices for the green transformation, and- Introducing multiple roles for the CMOs of the future. So that people don't fear the future-but get excited about it!
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