Summary
With organizations quick to jump on the green bandwagon, consumers are currently overwhelmed with claims of environmental benefits or greater sustainability. However, as superficial claims continue to be exposed, consumers are distrustful of the credibility and honesty of green marketing messages. To overcome this lack of trust and avoid the greenwashing accusations, marketers need to ensure that their green strategies adhere to the seven Es of green marketing: encompassing, evident, earnest, engaging, empowering, enlightening, and evolving.
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