Customers come in different shades of green

02/7/2010 | Harvard Business Review online

These days, it's not enough simply to brand your business as environmentally friendly, writes Jacquelyn Ottman. To leverage your customers' green streak, you have to understand the different kinds of green causes, groups and products they identify with. From health fanatics to animal lovers and from outdoors types to hardcore conservationists, Ottman offers a cut-out-and-keep guide to the different flavors of environmentally conscious consumers.

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