Greening the Traditional Product Adoption Process
Green Meridian's Green Product Adoption Framework™ puts a green twist on the traditional Product Adoption Process that has served marketers for decades.
The Green Relevance Ladder, which is overlaid on the traditional adoption process, captures the steps through which a consumer must first pass before products' greenness enters into purchase decisions. Consumers that lack ecological awareness or concern may totally skip over products' green features when making purchases.
Our Green Product Adoption Framework allows us, in a logical, rigorous manner, to identify and describe the various drivers of and barriers to green product use among different consumer groups.
Resources
Learn about our syndicated report Sustainability in the Mainstream.
Contact Green Meridian with your green marketing questions.
Founder Jeff Dubin
Jeff developed the Green Product Adoption Framework™ to strategically assist green marketers in capturing more consumers for their green products.
Jeff applies groundbreaking research to help green marketers bridge the gap between consumers' environmental attitudes and their green purchasing behavior.
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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.