Offer characteristics determining perceived usefulness of environmental communication

Paper in proceeding, 2012

A survey sent to the CEOs of very small environmentally oriented Swedish firms indicates that environmental policy support and cost saving eco-efficiency can be predictors of the perceived marketing benefits of communicating to customers credible claims of low environmental impact. High levels of environmental policy support are positively associated with the perceived usefulness of credible claims, but high levels of cost saving eco-efficiency show a negative association with the perceived usefulness of credible claims of low environmental impact.