Green attributes can break a tie between product offerings but they can't make up for a second rate product. And don't expect to fetch a premium for your greened up product unless meaningful benefits ensue. Unfortunately, not all greening efforts yield consumer-perceptible benefits. And sometimes, greening up one's products, e.g., a shift to natural ingredients, can detract from performance, as in the case of some all-natural laundry products, and add significantly to cost of goods. Dramatize the Environmental Benefits.
Environmental attributes are often intangible.
For example, it's impossible to see fumes that are not being released from reformulated gasoline, recycled content is sometimes difficult to distinguish from virgin. That's why Wellman Inc. specifies on its Eco-Spun hangtags the number of used soda bottles that compose each garment. Stress Direct, Tangible Benefits. While green attributes appeal to a growing number of consumers, the direct benefits they support-such as a lower price, or greater convenience stemming from a concentrated form, can attract a potentially wider audience. Be Consistent and Thorough.