October 29, 2009

Targeting Eco-Friendly Consumers

by Emily Riley

with Thomas Cummings, Angie Polanco

Executive Summary (This is a document excerpt)

Eco-friendly consumers are an educated group with higher incomes than most online consumers and a high likelihood of using the Web to research and purchase products. As the green trend rises in Europe, interactive marketers must be keenly aware of how to attract these desirable consumers. Using word of mouth and social networks can bring together these community-oriented individuals, while blogs can help interactive marketers to build advocacy and control their messaging.

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