Le marketing vert. Vraie tendance ou effet de mode ? En quoi consiste le marketing vert ? Que propose-t-il aux consommateurs ? Comment se différencie-t-il du marketing classique pour séduire ? Son objectif n'est-il pas finalement le même ? En quoi peut-il se revendiquer 'vert' ?
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Le marketing vert. Vraie tendance ou effet de mode ? En quoi consiste le marketing vert ? Que propose-t-il aux consommateurs ? Comment se différencie-t-il du marketing classique pour séduire ? Son objectif n'est-il pas finalement le même ? En quoi peut-il se revendiquer 'vert' ?
Article rédigé par Alexandre Lachaut (Webcastory)
Merci à Yves et Jolanta pour cette interview. Une langue de bois absente, des interventions pertinentes et quelques révélations...autant d'ingrédients pour réussir une interview.Deux points fondamentaux, et tellement rarement entendus, ont été cités :- l'hédonisme écologique :Aujourd'hui, les consommateurs ont évolué, mûri et ne veulent plus d'un vert moralisateur. Ils veulent pouvoir concilier écologie et hédonisme.Un double objectif qu'ils affichent sans scrupule. Pendant longtemps, l'écologie était associée à un non-plaisir, à un retour en arrière et à une folie financière. Le consommateur moderne n'a plus peur de crier : "Je dois pouvoir consommer vert en me faisant plaisir et sans payer le prix fort".- le retard des élites françaises :Jolanta met en cause les élites populaires et professionnelles françaises. Elle regrette que nous n'ayons pas notre Al Gore, notre Angelina Jolie ou notre Bill Gates. Il ne s'agit pas ici d'argent mais de symbole. Elle déplore qu' en France, les personnes populaires (hommes et femmes politiques, people, stars...) ne soient pas des porte-parole crédibles de la cause écologique. Une analyse honnêtement sévère ou volontairement provocante pour réveiller les consciences ?
Le marketing vert. Vraie tendance ou effet de mode ? En quoi consiste le marketing vert ? Que propose-t-il aux consommateurs ? Comment se différencie-t-il du marketing classique pour séduire ? Son objectif n'est-il pas finalement le même ? En quoi peut-il se revendiquer 'vert' ?
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