ATLANTA - Green marketing campaigns are spurring some cardholders to take environmental or charitable action, according to results from a new study.
The study, from SYNERGISTICS and titled “New Opportunities in Credit Card Marketing,” found six in 10 cardholders say they have received communications from one of their credit card providers encouraging them to do environmentally friendly things such as converting to paperless statements or making online payments. Card users were then asked if they did the action requested in the promotion. One-third of card users say they took action in response to a “Green” promotion they received. Younger card users were more likely than older card users to do so (see chart above).
The research also probed for cardholder perceptions of “Green” marketing. All card users were asked which of a number of statements best describes their opinion of these types of offers.
Close to four in 10 said it is a marketing tactic, but still a good thing.
For info: www.synergisticsresearch.com.
