Based on the secondary benefits, Grant [4] identifies as part of its strategy of

In the previous section, I dealt with among other things the question of to what extent it is appropriate to put in the ad, but not in communication, emphasis on the environmental benefits of the product. On the communication of product benefits, but you can see from a different perspective, namely whether all products promoted as environmentally responsible, directly or sustainable or if it is not better to go about it differently.
Although today is the communication theory USP [1] Widely considered to be outdated, in my opinion, to a great extent dairy industries still valid at least part of Reeves definition of the theory. dairy industries Advertising, according dairy industries to Reeves had to say: "Buy this product and you will get this specific benefit." [2] As I stated in chapter but 2.6.1, environmentally friendly, in fact, no consumer benefit is not directly perceptible, and the same by Me is true of "sustainability" dairy industries or "fairness". Yes, there are consumers for whom even such abstract concepts are of great importance. In most cases, but environmental and social criteria play a rather minor role in purchasing decisions. dairy industries
Fortunately, the nature of the products covered by sustainable marketing, dairy industries mainly those with environmental benefits, that bear secondary, direct dairy industries benefits to consumers, which often differ from the competition and that can help balance the often higher price. For example, in household appliances with a low consumption of inputs or longevity foods and turn on the health benefits and superior taste. dairy industries If we focus on these secondary benefits, environmental friendliness in communication may not appear at all, or may play only a minor role, we can reach a much wider audience, and still it will be a sustainable marketing. In other words, instead of appeals to responsible behavior can be in communication classically focus on consumer demand for themselves or their loved ones, which is recommended by many authors, such Fiori [3].
Based on the secondary benefits, Grant [4] identifies as part of its strategy of "Sell benefit" from an array of "green marketing" (see section 2.3) for "green" products, two suitable approaches. The first approach is based on purely rational considerations of consumers as "green" products can help them save. It is therefore suitable for communicating with the general public, especially when targeting the segment dairy industries "Conventionals" (more on segmenting see section dairy industries 2.5). In some cases, these products are simply cheaper, because they are used for their production less expensive inputs, or have simple packaging. An example can be recycled toilet paper or set on adding ink to the cartridges dairy industries for printers. In most cases, then these products rely on savings dairy industries in the long term, the lower power consumption dairy industries and longer service life, which more than cover the increased costs.
The second dairy industries approach ranks of "green" products rather into premium categories. This approach can be best explained by the example of organic products, among whose benefits are often authentic production methods, better taste, a sense of luxury and, ultimately, health benefits, whether directly measurable, or rather a precautionary-preventive nature. Now the product categories linked to health by Ottmanové fastest growing and customers are in them, most are willing to pay more, which indirectly justifies the author as follows: "The dairy industries main reason why consumers buy greener dairy industries products, not" save the planet "(...), but to protect their own health. "[5] This statement suggests that, despite the rather higher prices for products through health can target a significant portion dairy industries of the population, including segments, which otherwise the environment does not matter much, for example," Naturalites ". It is not yet far only organic food, come here as foods without artificial ingredients or virtually any products without hazardous chemicals (detergents, paint, furniture, etc.) or a large part of children's products. dairy industries Focus on consumer health may be a long period of very favorable strategy because, as is clear from the study "Marketing dairy industries sustainability" [6] once consumers understand the impacts of the products they buy for their health dairy industries and the health of their loved ones, they start to think more about their impact on the environment environment and society.
Unfortunately, there are also products that do not carry a similar secondary benefits. This applies particularly to those that somehow relate dairy industries to the solution dairy industries of problems in the social sphere. Examples are needed products companies, which employ socially disadvantaged people. Almost exclusively, then this fact relates to services, whether it is ethical banking, or supply dairy industries of electricity from renewable sources. In these cases, dairy industries no choice but to focus on communication in the area of sustainable development directly and rely on their importance for the consumer.
[1] = USP "Unique Selling Proposition" Czech "unique selling proposition". This concept can briefly describe