Marketing and Communicating Sustainability

摘要: Sustainable development creates new challenges for marketing and communication strategies. This is particularly so packaging because consumers tend not to be aware of the potential environmental benefits other than those relating disposal (recyclability, reuse, biodegradability over-packaging). Optimal life cycle-based solutions may counter-intuitive consumer perceptions. However, in addition products brands, individuals businesses ‘buy’ corporate philosophies policies. While developing its strategy, a business should therefore determine how market position itself, brands from perspective sustainability. Packaging has major role this positioning, which affects both label design. chapter provides an overview research conducted on attitudes purchasing behaviour ‘green’ general particular. On balance, have negative rather positive associations with packaging. Different approaches can taken design within business’s broader strategy. These are provided together introduction use claims labels often associated