In this post Robert focuses on the green marketing gap, the perception gap that exists and results in most Americans perceiving green as an elitist phenomena. He outlines some of the principle problems that have caused this state of affairs to develop and argues that marketing should be geared to reinforcing the benefits that your product offers the planet.
Consumer behavior is pushing buyers to reject green products. The majority of consumers believe that the prices are high, the products are inferior, and being green is feminine. Consumers want green products that emphasize the benefits of their use more than their environmental appeal and they want them at the same quality and price as mainstream products.