Green enterprises and conventional companies differ greatly in the standards against which they measure themselves. In front of customers, however, both products or services must compare. The challenge here is to be able to present your own advantages well.
Different target groups evaluate different aspects differently when making purchasing decisions: for example, the importance of price, durability, design, quality.
For marketing, it therefore makes sense to know the target group well and to know which aspects are particularly important for one’s own target group.
Re-framing can also be a helpful tool to mitigate your own weaknesses (e.g., high initial cost vs. long useful life).