Greening to Gold

Andrew Winston, author of "Greening to Gold" writes:

"Green works as a “3rd button” in marketing—first you get them on price and quality, and then grab them with the green. The segment of consumers who will only buy green or pay more for green alone will stay very small. But the percentage of consumers who will choose the green (or ethical) product—if it’s the 3rd button and does everything else they want it to at a good price—may rise to nearly 100%. It will be a critical differentiator."

Full article at Change This