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Sustainable Idaho: Green Marketing

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The Creative Exchange
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With an increasing amount of people becoming environmentally conscious, more and more products are being marketed as ‘green’. But products promoting sustainability aren’t always what they seem. Here to explain the good and the bad in green consumerism is ISU professor of marketing, Dr. Alexander Rose.

To define ‘green consumerism’, Dr. Rose explains it can be viewed as a political consumption movement where consumers ‘vote with their wallet’. But it is also a deliberate attempt to make individuals feel responsible for the environmental crisis society is facing. While green consumer acts such as reducing plastic consumption or commuting by bicycle are good, the solution to climate change is political action.

Green products are also difficult to market to general audiences, as they need to balance factors like price sensitivity and availability with the luxury of environmental sustainability.

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Katie Kelshaw is a graduate of Boise State University with a Masters of Arts in Political Science where she has since taught as an adjunct professor. She is born and raised in Pocatello, where her family are farmers and business owners. Katie is an active member in an advocacy organization called Action Corps Idaho, where she helps run campaigns around Climate Justice and a Global COVID Response.