TITLE

New friends of the earth: the eco elite

AUTHOR(S)
Kaylor, Katie
PUB. DATE
March 2005
SOURCE
Brand Strategy;Mar2005, Issue 190, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article offers a look at the new breed of eco-friendly consumers who can afford the green lifestyle. The eco elite are in a financial position to support their environmental interests. They no longer live with parents or large groups of friends. They're also prepared to research their purchase decisions through the Internet, corporate press packs and the media. The trend is being led by a rapidly expanding list of celebrities. But despite the eco elite's wealth, their eco-friendly brands do not necessarily command a premium price.
ACCESSION #
16371150

 

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