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To benefit from the growing 'green' marketplace, businesses will need to convince investors, financial institutions and mainstream distribution channels of the importance of green consumerism. If these sectors dismiss the green market as a passing fad, they will be reluctant to do business.
In order to plan effectively for long-term prospects in the market, businesses need to understand green consumers' behaviour. To do this, business people have to examine the factors that influence 'green' purchasing decisions.
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