Many organizations are jumping on the green bandwagon, and consumers are witnessing vast claims of environmental benefits or greater sustainability.
However, as superficial claims continue to be exposed, consumers are distrustful of the credibility and honesty of green marketing messages — on and off the Web.
To overcome this lack of trust and avoid the greenwashing accusations, Forrester’s Cindy Commander suggests marketers need to ensure their green strategies adhere to the seven Es of green marketing:
