Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 76

Using the information provided in the tables, which of the five green segments identified by Cotton Internationa would you target if you were marketing a clothing line in each of the following situations. Explain your choices.
a. Well-known brand name that is moderately environmentally friendly but has the potential for mass appeal.
b. Well-known brand name with a track record of environmental friendliness and a high natural-fiber content.
c. Moderately well-known brand name, with low prices, that has been cited in the past for behaving in ways that are not environmentally friendly.