MARKETING 2018
19th Edition
ISBN: 9780357033753
Author: Pride
Publisher: CENGAGE L
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Chapter 17.2, Problem 3C
Summary Introduction
Case summary:
The case is about the advertising activities dealing with sustainability and greenwashing. In general, sustainability mainly refers to the manufacturing of the green products that tends to be eco-friendly. On the other hand, greenwashing is a practice that misleads the claim about a products environmental advantages. Greenwashing is mainly followed to increase the number of consumer. However, the customers trust decreases due to greenwashing.
The Federal Trade Commission takes necessary steps to label the products as eco-friendly that makes an implication on the product as an eco-friendly one. The unions in continent E needs advertising agencies to state about their carbon emission in advertisements. Majority of the companies wish to prove their uniqueness in their product as eco-friendly. Thus, the companies are taking necessary actions to demonstrate their green claims.
To discuss: The actions taken by the organizations to reveal their commitment towards sustainability.
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Chapter 17 Solutions
MARKETING 2018
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