Every (repurposed) product has a story
Using recycled or repurposed materials to make a new product can be a good sustainability strategy, but how can marketers increase the appeal of such goods to consumers? An experiment by two marketing scholars reveals that this appeal can be stimulated by explicitly telling just a little of the prod...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
[Cambridge, Massachusetts]
MIT Sloan Management Review
2022
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| Edition: | [First edition] |
| Subjects: | |
| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
| Summary: | Using recycled or repurposed materials to make a new product can be a good sustainability strategy, but how can marketers increase the appeal of such goods to consumers? An experiment by two marketing scholars reveals that this appeal can be stimulated by explicitly telling just a little of the product’s history — and letting consumers spin the rest of the story |
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| Item Description: | "Reprint 64125." |
| Physical Description: | 5 pages |