Consumer Behavior 322
Case Study - Clorox Green Works Line
Anne Smudz, Rebecca Beloungea, Aaron Dial, Lauren Bone
Question #8
The Need
Examine the packaging for Green Works. What perceptual processes are evident in the design and in how consumers will perceive and interpret the product?
- Simple, white or clear bottle
- Label/flower design
- Sensation and Perception
- "Looks clean and natural = safe"
- Soothing in visualize aspect
- Pleasant, light smell
- 25% of consumers worry about harsh chemicals in their cleaners
- 40% wanted a natural product that worked
- Clorox introduced their Green works line
- Grossed $20 mil. within first six months of launch
- Within 2 years, captured 42% of the natural cleaner market
- Worked well, fair price, distribution through mass merchandisers
- Partnered with EPA and NPA to reduce skepticism
Question #7
Question #1
Clorox never in its history has put an ingredient list on its package. Now it does on Green Works. What attitude process is at work here?
- Factual information for central route customers
- Trying to change resistance with persuasion
- Providing ingredients for comparison (decision-relevant information cues)
- What attitude change strategies is Clorox using to persuade consumers to buy its Green Works products?
- Trying to change skepticism
- Partnering with EPA and NPA to build credibility
- Cognitive component by changing beliefs
- Behavior component by altering perceptions, which may lead to "liking" (may then change the cognitive component)
Question #5
Question #6
Why are the endorsements of Sierra Club, the EPA and the NPA so important to Clorox and the success of Green Works?
- Building credibility
- Substantiating claims
- Reducing skepticism
- Sierra Club's trust in Clorox
6. Does it affect your attitude toward Green Works to know that the Sierra Club is receiving money from Clorox? Which aspect of the attitude process is at work here?
- Yes, it affects our attitude
- Elaboration Likelihood Model - central route/high involvement consumers
photo credit Nasa / Goddard Space Flight Center / Reto Stöckli