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All Journal Conference In Business, Accounting And Management (Cbam) 2012 Kinerja Journal of Indonesian Economy and Business Benefit: Jurnal Manajemen dan Bisnis MEDIA BINA ILMIAH Jurnal Ekonomi, Manajemen Akuntansi dan Perpajakan (Jemap) LOGISTA - Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal REP (Riset Ekonomi Pembangunan)
Berta Bekti Retnawati
Fakultas Ekonomi Dan Bisnis Unika Soegijapranata
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Conference In Business, Accounting And Management (Cbam) 2012

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Menghindari Green Marketing Myopia: Upaya Peningkatan Performa Produk Ramah Lingkungan Berta Bekti Retnawati
Conference In Business, Accounting, And Management (CBAM) Vol 1, No 1 (2012): Conference In Business, Accounting And Management (Cbam) 2012
Publisher : Conference In Business, Accounting, And Management (CBAM)

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Abstract

In practice, green appeals are not likely to attract mainstream consumers unless they also offer a desirable benefit. To avoid green marketing myopia, marketers must fulfill consumer needs and interest beyond what is good for the environment. The Three Cs of consumer value position, calibration of consumer knowledge, and credibility of product claims are three important principles to avoid green marketing myopia. Third parties with respected standards for environmental testing and Eco- sertifications  can help to clarify and bolster the believability of product claims. Keywords: Green marketing myopia, three Cs.
Co-Authors Antonius Haryo Perwito Anugraheni, Dyah Titisari B M Purwanto Bernadeta Irmawati Ch Retnaningsih Ch. Triharjanti Eny Trimeiningrum Irawati, B. Maretta Edgina Damayanti Maria Yosephine Dwi Hayu Agustini Michelle Indriyanti Supatra, Michelle Indriyanti Sentot Suciarto Athanasius Tri Hardjanti Nugrahaningsih