Case Analysis # 2
Green Choices for Consumers
Consumers are very knowledgeable about products in terms of different goods and services. Customers are aware of different markets, the best products and where they can find it for a competitive price. Markets, however, have to keep up with selling their products to make the best profit. Many marketers have turned to the Green-e, a certification program, established by the Center for Resource Solutions, an independent for not-for-profit organizations. Green-e offers product certification and verification of renewable energy sources and greenhouse gas mitigation to companies that apply for and complete the process. Going green is the new trend all over the world as people are realizing that technology is creating more pollution and is causing more harm for our lives. Consumers that are aware of this, wants to do the best for the world and prefer products with green-e logo. Marketers such as California-based Lundberg Family Farms, Timberland and the maker of Silk Soymilk have seen remarkable increase in the demands of their products with the Green-e logo certification.
To be qualified for the Green-e certification, the companies have to qualify by buying or generating a certain amount of Green-e certified renewable energy. In addition, all of the demand for electricity used to manufacture the firms qualified goods must be met with Green-e certified renewable energy. As consumers see and recognize the logo and the certification from a renewable energy source, they are led to buy these products. For example, since the whole foods market opened in Oklahoma City, many consumers are buying their products since it’s advertised as organic and it meets a certain quality guidelines. However, you could find many of the same products at...