Green Marketing: How can a Product's Environmental Footprint be effectively communicated to consumers? A case study with Carlsberg beer

This paper presents a study on how the Product Environmental Footprint, a method launched by the European Commission to assess and communicate environmental impacts, can be used to foster and improve green marketing. Having carried out a PEF study on its products, Carlsberg Italia initiated an in-depth engagement with consumers, in order to understand their needs and expectations concerning the environmental information to be included in its advertising. This engagement revealed the positive attitude of consumers towards green claims. Indeed, the great majority of consumers that participated in the testing declared a strong interest in wanting to "know more" about the environmental impacts of the products they purchase. The use of an environmental label was considered positively by consumers, especially when the design was simple and clear and, therefore, effective in guiding purchasing choices.