I'M REALLY GREEN! MARKETING STRATEGIES IN THE CREATIVE ECONOMY TO OVERCOME CONSUMER DISTRUST

Abstract

Purpose: This research aims to understand the marketing strategies used by green businesses of natural handmade cosmetics to overcome the consumer distrust of the greenwashing practices of so-called pseudo-green players. Method/design/approach: This is a qualitative research, structured from a multiple case study with three players. Results and conclusion: The results show that the focus on creating sustainable products and on promotion appear as key strategies for these businesses in combating consumers distrust, thus building a close relationship with them, based on reliability and transparency. Research implications: This study is relevant for the model of marketing strategies used by the entrepreneurs, which may be replicated by other green players that need to gain consumer confidence in their natural products. Originality/value: The paper presents a model of strategies that help to consolidate green businesses, which represents a theoretical advance in this segment.