Blessed Earth: engaging customers

Journal Contribution ResearchOnline@JCU
McCarthy, Breda
Abstract

Bedding and cotton underwear are products that are considered a necessity by most consumers. For some consumers, organic cotton is a high involvement product and the purchase of this item reveals a great deal about consumers' ethical values and sense of self. This case study focuses on Blessed Earth, a company that sells organic cotton products to the ecologically-aware, health conscious consumer through the internet from its base in Queensland, Australia. Key marketing objectives are to educate the consumer, project an image of environmental and social responsibility and develop strong, trusting relationships with their consumers.

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SAGE Business Cases

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SAGE

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London, UK

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DOI

10.4135/9781473937505