Risks, benefits and strategies for responding to the green consumer: a global perspective

The environmental awareness born in the 1990s presents numerous opportunities for designers, producers, and advertisers. The interests expressed by the powerful coalition of green consumers should be considered in the earliest possible stages of product development in order to fully and honestly tap into this consumer desire. The new consumer focus clearly should be evaluated by companies wishing to design products that meet the high standards of the new consumer. More importantly, companies should use this opportunity to reflect on what motivates the green consumer. In other words, companies ought to use the green consumer revolution to motivate the design and development of truly environmentally conscious products, rather than simply modifying a product slightly to take advantage of the green consumer. Additionally, as discussed, coupled with the potentially significant marketplace advantages of environmentally sound products and green labeling, is the confusing maze of prohibitions and restrictions on green labeling. It is imperative that both design engineers and advertisers educate themselves on the benefits and the risks associated with green claims. As a guiding principle, all parties involved with the production and sale of environmentally beneficial products must strive to honestly inform the consumer, while at the same time avoiding confusion and misrepresentation in an attempt to capitalize on this new breed of consumer.