When asked, most consumers support green marketing. When it comes to purchasing green products, however, consumer actions do not always match their attitudes. Below are two ads by Brita that highlight green marketing through showing the negative impact of all the plastic bottles that end up in land fills.


Discussion Questions:

  1. Do you support green marketing?
  2. Do you purchase green products?
  3. What is your evaluation of these two ads by Brita? Are they effective?
  4. Describe the target market for these ads in terms of demographics, psychographics, and behaviors.

About Dr. Ken Clow

Co-author of textbook.

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