Nowadays, many brands design green products as consumers’ demand for products being sustainable is becoming stronger. For instance, each pair of Levi’s jeans is made from about eight recycled plastic bottles and Nike uses waste to produce knitted sneakers. As a result, both Levi’s and Nike have received a strong response from customers and gained a lot of profits from these eco-friendly products.
From my point of view, these companies understand how to use CSR to raise reputation and help maintain the position in the long run. They have seen the potential in green products by analyzing the numbers of sales as customers view sustainability as a fashionable trend, which is a cool thing to do, not just right. However, product sustainability improvements still need further discussing because companies must consider that once a brand benefits customers at a fair price through sustainability, what should they do to respond? That is a serious question.
Therefore, companies should not only see the potential market by analyzing customers’ behavior but also consider the consequence of pushing a trend like sustainability.