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How does manufacturers solve the consumers confusion?
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Consumer confusion is a state of mind that leads to consumers making imperfect purchasing decisions or lacking confidence in the correctness of their purchasing decisions.[
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consumer confusion over what is green and who to trust has resulted in a green branding void. Shelton noted that consumers could name Energy Star as a trusted logo. But they cannot name a consumer electronic brand or company that is green. Shelton’s market research also revealed that while consumers do recognize the concept of a “green home” they could not name a single design feature that would be included in a green home. Several speakers spoke to the consumer’s uncertainty regarding the distinction between a food that is organic versus one that is natural or how consumers cannot correctly identify the name of a harmful chemical.
Finally, consumers are confused on which companies are really green. Market research found that consumers view Starbucks as less sustainable than Wendy’s while sustainability experts rank Starbucks as a leader among retailers in adopting sustainable business practices. Similarly, sustainability experts rank Unilever as world class in their adoption of sustainable practices but consumers cannot name a Unilever green product. In contrast, Clorox has grown their Green Works product line to a $100 million annual revenue brand and Cohn & Wolfe’s recent survey ranked Clorox’s Burt’s Bees as the most recognized green brand in America.
From this consumer confusion every market researcher at the conference saw tremendous business opportunities for those companies that can successfully build a green brand trust-connection with the consumer. The same concepts of trust, reputation and product performance that attract consumers to our historical brand leaders are what the experts say will attract a consumer to a green brand. As Gilbert exhorted, “Step up and do it for them” by building green brands that make choosing to buy green easy, convenient and affordable. And speaker after speaker focused upon making the brand personal.
Consumers are going green not to save the world. They are going green to benefit their health, wellness and to save money.
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Finally, consumers are confused on which companies are really green. Market research found that consumers view Starbucks as less sustainable than Wendy’s while sustainability experts rank Starbucks as a leader among retailers in adopting sustainable business practices. Similarly, sustainability experts rank Unilever as world class in their adoption of sustainable practices but consumers cannot name a Unilever green product. In contrast, Clorox has grown their Green Works product line to a $100 million annual revenue brand and Cohn & Wolfe’s recent survey ranked Clorox’s Burt’s Bees as the most recognized green brand in America.
From this consumer confusion every market researcher at the conference saw tremendous business opportunities for those companies that can successfully build a green brand trust-connection with the consumer. The same concepts of trust, reputation and product performance that attract consumers to our historical brand leaders are what the experts say will attract a consumer to a green brand. As Gilbert exhorted, “Step up and do it for them” by building green brands that make choosing to buy green easy, convenient and affordable. And speaker after speaker focused upon making the brand personal.
Consumers are going green not to save the world. They are going green to benefit their health, wellness and to save money.
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or
plz mark it as the brainlest answer
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