Talk is cheap: How much will consumers really pay for green products?

Autor:	Freundt, Tjark, Grossmann, Cornelia, Lehmann, Sascha, Staack, Yvonne
Předmět:	CONSUMERS CONSUMER preferences CONSUMPTION (Economics) CARBON offsetting
Zdroj:	McKinsey Insights; 4/25/2024, pN.PAG-N.PAG, 1p
Abstrakt:	Consumers express interest in buying green products, but their behavior does not always align with their intent. To better understand consumer demand for sustainable options, companies can use an auction-based testing model. This approach simulates real-life buying situations and provides insight into which green claims resonate with customers. The findings from a study conducted in Germany can help companies worldwide develop eco-friendly and socially responsible products. The article is authored by Tjark Freundt, Cornelia Grossmann, Sascha Lehmann, and Yvonne Staack, and it draws on joint research by McKinsey & Company and Veylinx. [Extracted from the article]
Databáze:	Complementary Index
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