More and more companies educate consumers
about the convenience of buying ecologically safe products. The Body Shop,
for example, produces and promotes its product lines with environmental and
social sensitivity as a major theme. Information cards, window displays, and
videos are used throughout the store to inform the public on the environmental
and social impacts of their purchasing decisions (Menon et al., 1999). These
in-store informational promotions focus on educating the customer about The
Body Shop’s natural product ingredients, earth-friendly manufacturing, and
the policy of purchasing from developing countries (called ``Trade Not Aid’’).
The education of the consumer is seen as an appropriate method for increasing
perceived convenience and establishing credibility.