The Green Bundle

To get people to buy green, businesses must show them more than environmental benefits — they want a little something for themselves, too

Book review

UCLA Anderson School of Management offers a rundown and some of the challenges businesses face implementing the strategy.

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The Green Bundle offers some of the best and most effective communication techniques for pushing consumers in the right direction.

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“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


By bundling personal benefits with pro-social, environmental ones, businesses can reach convenient environmentalists.
Latest News

Helping the Environment is Nice. Helping Yourself is OK, Too.

Transforming "green into gold": UCLA economist Magali Delmas joined Zocalo Public Square to discuss how companies can better reach consumers with green products. In her new book, "The Green Bundle: Pairing the Market with the Planet,” she points out that most people are convenient consumers — it's not enough for a product to be simply be good for the planet. The key? Bundling the environment with personal benefits.

UCLA Anderson’s Magali Delmas Sheds Light on the New Climate for Corporate Environmental Responsibility

UCLA Anderson takes a look into UCLA's Magali Delmas' career, her interest in encouraging industries to become more environmental, and her motivation behind writing her new book, "The Green Bundle." At a Zocalo Public Square event, she explains what needs to be done to create successful green products and it includes selling personal benefits and providing the information. With those things, consumer behavior can be changed for the better.

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