MarketingProfs applies Levitt's marketing myopia
to "green" businesses. When creating environmentally friendly products, businesses can easily fall into the marketing myopia trap; that of, focusing too much on the green benefits.
It seems the majority of consumers won't go out of their way to buy a product simply because it's green. Take Philips' fluorescent lightbulbs named EarthLight
pitched in 1994 with a price tag of $15. Sure, it was good for the environment (though didn't fit most lamps) but sales never took off. When the bulbs were repackaged and promoted money savings in 2000, sales took off. [Now, green bulbs are becoming an industry standard
The problem: consumers didn't understand what was in it for them.
Which makes me wonder how many people bring their grocery bags back for 5 cents savings or their Starbucks' mug in for 10 cents off
. How much value do consumers need to see to convince them go green?