Marketing can make green retail initiatives apparent to shoppers

11/28/2012 | SCT Newswire

Shoppers are not likely to be successfully wooed by phony "greenwash" marketing claims. However, social marketing campaigns that also touch on consumers' "inner green" can be more successful, according to Michael Greeby, executive vice president of The Greeby Cos. and co-chairman of this month's ICSC RetailGreen Conference. While most sustainable projects are not apparent to shoppers, landlords can use marketing to their advantage to point out these features to consumers, he said.

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