Description: We are accustomed to seeing green products, but many consumers have yet to take the leap and buy in the name of sustainability. To motivate them, companies must present their offerings as the total package, a green bundle that combines environmentalism with other benefits, such as savings and status. With insight from sustainable business and behavioral economics, this book explains how to implement green bundle strategies.
Review Quotes: "The Green Bundle offers penetrating insight into green products, showing how businesses can fully realize this latent market. Synthesizing behavioral economics, human psychology, and basic business principals, the authors set forth a brilliant but practical guide on how to ignite consumer interest in sustainably produced goods."--Steve McCormick, former CEO of The Nature Conservancy and former President of the Gordon and Betty Moore Foundation