Green Meridian

Green Meridian combines rigorous analytics with creative, big-picture thinking to answer your most difficult green marketing questions.

Jeff Dubin

Jeff Dubin

With a B.A. in Psychobiology from Yale University cum laude and an MBA in Marketing from Columbia University, Jeff Dubin has honed his strategic marketing expertise in a series of responsible marketing research, product management, and new product development positions at Novartis, Thomson Reuters, and management consulting firm ZS Associates. Jeff's marketing research experience spans a wide variety of quantitative and qualitative approaches.

He developed the Green Product Adoption Framework to help green marketers expand their customer base in a systematic way.

Jeff's unique approach helps green marketers win the war of perceptions among both core green consumers as well as environmentally concerned mainstream ones.

Contact Information

Sustainability in the Mainstream will be available January 2010. Call author and Green Meridian founder Jeff Dubin to discuss his insights from the study.

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Study

Sustainability in the Mainstream: Moving Green Household Cleaner & Personal Care Products to Center Stage

This syndicated January 2010 research study explores women's purchasing of green household cleaners and personal care products.

It shows marketers how to achieve mainstream market success by effectively leveraging drivers of and confronting barriers to green buying.

"Sustainability in the Mainstream" is based on Green Meridian's fall 2009 quantitative research with 628 women and in-depth interviews with an additional 35 women.