Betsy Gelb | August 13, 2010

Brands, consumers and stakeholders benefit from sustainable business practices, Gelb says.

On Bauer Business Focus – A conversation on “greening” the bottom line with Ed Mayberry, business reporter for KUHF 88.7 FM.

Retailers, restaurants and manufacturers who are “going green” are doing more than saving the environment — they’re capitalizing on a trend that consumers support and ultimately improving the bottom line, according to UH Bauer marketing professor Betsy Gelb, who recently published a study in Marketing Management on the subject.

“First, companies are asking, ‘what can we do to go green?’” Gelb says. “Then, it’s ‘how can we point that out to customers?’”

Global brands like McDonalds and Wal-Mart are piloting pro-green efforts, she says, incorporating sustainable materials into building construction and utilities, and using marketing to publicize their efforts. The result? A “win-win-win” for the businesses, customers and stakeholders, Gelb says.

Click here for the full interview.