Green Bundle

Magali Delmas is Professor of Management at the UCLA Institute of the Environment and Sustainability and UCLA Anderson School of Management. She is the Director of the UCLA Center for Corporate Environmental Performance. Prior to embarking on her academic career, Delmas worked at the European Commission as the Economic Advisor of the Director for Industry.David Colgan is Director of Communications at the UCLA Institute of the Environment and Sustainability. He is a writer and creative director with a background in policy, law, and politics.

"The Green Bundle offers penetrating insight into green products, showing how businesses can fully realize this latent market. Synthesizing behavioral economics, human psychology, and basic business principals, the authors set forth a brilliant but practical guide on how to ignite consumer interest in sustainably produced goods."—Steve McCormick, former CEO of The Nature Conservancy and former President of the Gordon and Betty Moore Foundation "From the cities and buildings in which we live, work, and play, to the food that we eat, sustainability has become vital in the business world. Delmas and Colgan offer clear, psychology-inspired methods to reach even reluctant consumers, appealing to the ways sustainable products and services will benefit them personally all while protecting the health of our planet."—Andy Cohen, Co-CEO, Gensler "Effectively communicating sustainability to today's consumer goes well beyond slapping an eco-label on a product. The Green Bundle unlocks 'what, when, and how' to leverage environmental benefits and human nature to drive marketplace advantage for your brand. Required reading for today's managers."—Dave Stangis, Vice President of Corporate Responsibility and Chief Sustainability Officer, Campbell Soup Company "Magali Delmas and David Colgan have captured the essence of the current consumer mindset and created a roadmap for companies that want to thrive in the twenty-first century. A must-read for any consumer facing CEO."—Tony Pritzker, Founder and Chair, Pritzker Genius Award "Most companies today try to be green.This readable and practical book will help, with its wealth of insights from one of the leading researchers on environmental communication. Without resorting to greenwash, readers will learn how to bundle quality, health, and status attributes to help green products find the market share they deserve."—Thomas P. Lyon, Professor, University of Michigan, and President, Alliance for Research in Corporate Sustainability (ARCS) "The text is a practical guide, elegant in its simplicity, for communicating to consumers green benefits that benefit both the marketers of these products and their users. The Green Bundle represents an important next step in conceptualizing how to successfully communicate and market green products and services. Its insights make it required reading for practitioners, educators, and lay readers alike.Highly recommended."—S. A. Schulman, CHOICE "For anyone researching how, when, and why new products, markets, and sectors can address environmental isues through market mechanisms, this book provides a useful understanding of potential strategies...With a clear, pragmatic view, Delmas and Colgan offer organizations a road map for avoiding greenwash and linking green products to potential customers."––Jeffrey G. York, Administrative Science Quarterly

• Introduction1. What Sustainability Has Come to Mean2. The Green Bundle3. No Substitute for Quality4. A Status Update5. A Healthy Perspective6. Put Money in Context7. An Emotional Connection8. The Pitfalls of Greenwashing9. Sending a Clear SignalConclusion: Reaching the Convenient Environmentalist