The Role of Green Marketing and its effect on ConsumersAmisha Shaw
This project is mainly focused on analyzing the purchasing behavior of consumers regarding green products and the awareness among consumers about green marketing.
Impact of Green Marketed Product on Consumer Purchase DecisionKUMAR GAURAV
Research is conducted to analyse the impact of green marketed product on consumer purchase decision and to know what percent of the sample population is aware of green marketing or product manufactured through green process and their attitude towards it.
Major findings are-
* Consumer awareness towards green marketing products is high, a large no.
population approximately 55 percent is aware about green marketing.
* Consumer are ready to pay extra amount for green marketed product as they believe they are manufactured without harming environment which gives them a feeling socially responsible person and at the same time they believe green products are good for health.
Suggestions-
Government can play a very important role in promoting and creating awareness about the green marketing which is equally good for the environment, customer and for producers. Therefore govt. should try to take some necessary action.
The Green Consumer - Market Research PresentationShital Kadakia
Marketing research conducted for Green Event, an online seller of compostable flatware, to determine and define target green consumer. Research resulted from conducting focus groups and online surveys to determine four-level greenness scale to define green consumers.
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTSTanushree Bhowmick
This paper was presented in the Ist International Conference on Business & Information Management (ICBIM), 2012, organized by NIT, Durgapur. This is basically a research paper aiming to contribute towards the growing ecological concern that most marketers want to address these days. It also tries to unveil consumer behaviour towards the purchase and consumption of eco-friendly products.
Impact of green marketing on customer satsifaction and environmental safety -...Kartik Mehta
In recent years, concern about the environment has been highlighted in many areas of life. Our limited resources are damaged, the future of human life disturbs this planet, thus leaders and thinkers have to create a solution. The influence of green marketing tools have been analysed in this study, namely the eco-label, eco-brand and environmental advertisement. The sampling used was available cluster sampling. Tehran city is divided into four parts, North, South, East and West. The western and northern areas of the city were selected and we distributed our questionnaire. The sample size was 384 people.
Formulae and data was analysed using the Spearman correlation test and multiple regression analysis. The results show that environmental advertisement had the most significant effect on consumer purchasing behavior and eco-brand had the least effect.
The Role of Green Marketing and its effect on ConsumersAmisha Shaw
This project is mainly focused on analyzing the purchasing behavior of consumers regarding green products and the awareness among consumers about green marketing.
Impact of Green Marketed Product on Consumer Purchase DecisionKUMAR GAURAV
Research is conducted to analyse the impact of green marketed product on consumer purchase decision and to know what percent of the sample population is aware of green marketing or product manufactured through green process and their attitude towards it.
Major findings are-
* Consumer awareness towards green marketing products is high, a large no.
population approximately 55 percent is aware about green marketing.
* Consumer are ready to pay extra amount for green marketed product as they believe they are manufactured without harming environment which gives them a feeling socially responsible person and at the same time they believe green products are good for health.
Suggestions-
Government can play a very important role in promoting and creating awareness about the green marketing which is equally good for the environment, customer and for producers. Therefore govt. should try to take some necessary action.
The Green Consumer - Market Research PresentationShital Kadakia
Marketing research conducted for Green Event, an online seller of compostable flatware, to determine and define target green consumer. Research resulted from conducting focus groups and online surveys to determine four-level greenness scale to define green consumers.
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTSTanushree Bhowmick
This paper was presented in the Ist International Conference on Business & Information Management (ICBIM), 2012, organized by NIT, Durgapur. This is basically a research paper aiming to contribute towards the growing ecological concern that most marketers want to address these days. It also tries to unveil consumer behaviour towards the purchase and consumption of eco-friendly products.
Impact of green marketing on customer satsifaction and environmental safety -...Kartik Mehta
In recent years, concern about the environment has been highlighted in many areas of life. Our limited resources are damaged, the future of human life disturbs this planet, thus leaders and thinkers have to create a solution. The influence of green marketing tools have been analysed in this study, namely the eco-label, eco-brand and environmental advertisement. The sampling used was available cluster sampling. Tehran city is divided into four parts, North, South, East and West. The western and northern areas of the city were selected and we distributed our questionnaire. The sample size was 384 people.
Formulae and data was analysed using the Spearman correlation test and multiple regression analysis. The results show that environmental advertisement had the most significant effect on consumer purchasing behavior and eco-brand had the least effect.
This is a compilation of 5 presentations given at the FutureM conference in Boston on October 24, 2012. The speakers were: Beth Zonis of Eco Marketing, Lisa Lillelund of Mango Networks, Laura Koss of the FTC, Amy Cannon of Beyond Benign, and Mike Enberg of e-Stewards.
go green - green marketing its rise for an eco friendly processes in indiaKumar Goud
Abstract: Green marketing is a phenomenon which has developed particular important in the contemporary market. This concept has enabled for the re-marketing and packaging of accessible products which already adhere to such guidelines. Moreover, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required. This paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the three particular segments of green consumers and explores the challenges and opportunities businesses have with green marketing. The paper also examines the present trends of green marketing in India and describes the reason why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.
Keywords - Green Marketing, Green Product, Recyclable, Environmentally safe, Eco Friendly.
Deloitte Sustainability DK - Value opportunities in sustainable fashionDeloittesustainability
Sustainability and value in the global fashion industry
A Deloitte presentation of how a sustainable business approach may contain significant opportunities for companies operating in different part of the extensive fashion supply chain. The presentation connects one value opportunity to each part of the fashion value chain though many of the value opportunities is relevant in different parts of the value chain as well.
For more information contact DK Deloitte Sustainability Manager, Bahare Hagshenas, bahahag@deloitte.dk
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
Toward Closing The Loop For Bottled Beverages: Nestle Waters, WM-Green Ops, M...Sustainable Brands
In this 2009 Sustainable Brands presentation, join four experts from the fields of business, design, and waste management to learn about the ways in which recycling is becoming an interactive aspect of branding and marketing.
This is a compilation of 5 presentations given at the FutureM conference in Boston on October 24, 2012. The speakers were: Beth Zonis of Eco Marketing, Lisa Lillelund of Mango Networks, Laura Koss of the FTC, Amy Cannon of Beyond Benign, and Mike Enberg of e-Stewards.
go green - green marketing its rise for an eco friendly processes in indiaKumar Goud
Abstract: Green marketing is a phenomenon which has developed particular important in the contemporary market. This concept has enabled for the re-marketing and packaging of accessible products which already adhere to such guidelines. Moreover, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement in the minds of the consumer market. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. These same consumers through their concern are interested in integrating environmental issues into their purchasing decisions through their incorporation into the process and content of the marketing strategy for whatever product may be required. This paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the three particular segments of green consumers and explores the challenges and opportunities businesses have with green marketing. The paper also examines the present trends of green marketing in India and describes the reason why companies are adopting it and future of green marketing and concludes that green marketing is something that will continuously grow in both practice and demand.
Keywords - Green Marketing, Green Product, Recyclable, Environmentally safe, Eco Friendly.
Deloitte Sustainability DK - Value opportunities in sustainable fashionDeloittesustainability
Sustainability and value in the global fashion industry
A Deloitte presentation of how a sustainable business approach may contain significant opportunities for companies operating in different part of the extensive fashion supply chain. The presentation connects one value opportunity to each part of the fashion value chain though many of the value opportunities is relevant in different parts of the value chain as well.
For more information contact DK Deloitte Sustainability Manager, Bahare Hagshenas, bahahag@deloitte.dk
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
Toward Closing The Loop For Bottled Beverages: Nestle Waters, WM-Green Ops, M...Sustainable Brands
In this 2009 Sustainable Brands presentation, join four experts from the fields of business, design, and waste management to learn about the ways in which recycling is becoming an interactive aspect of branding and marketing.
The Differences Between Distributor vs. ResellersAustin Grandt
We walk you through the differences between distributors vs resellers. Once you go through our document you will have a better idea of the similarities, differences, and which one is right for your business.
ISBN publication 5 A study on Green Marketing Strategies – A tool to achieve...Dr UMA K
DR UMA K “A study on Green Marketing Strategies – A tool to achieve sustainability”, in the Journal of “Emerging Perspectives on HR, Marketing & Finance”, in 1 day national seminar, Organized by Maharani’s women’s commerce and Management College, Paduvarahalli, Mysore. Published in ISBN: 978-93-5351-746-5, held on 16th March 2019, pp.159-164.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This study sought to ascertain the green business best practices for enterprise sustainability in SouthSouth
Nigeria.. The population for the study was 23,985 managers of registered enterprises in the six states of
South-South Nigeria. Multistage sampling technique was adopted in this study.
The newsletter for the month of August 2018 main focus is Sustainability with the thought "We co-create a culture, when we practice sustainability in our day to day life"
Green Marketing incorporates greening products and greening firms. The increasing exposure of global market products and environmental issues like global warming, impact of environmental pollution in turn has raised the green sensitivity of consumers for being eco-friendly and green marketing oriented. However in recent past green consumerism also has been gaining its lime light, Green consumerism has started playing a substance role in ushering corporate environmentalism and constructing business firms green marketing oriented. However, this is not widespread and is still evolving.
Unit V AMM Green Marketing, CRM & Rural MarketingDayanand Huded
The Presentation comprises of Green marketing, Customer relationship management and rural marketing.
Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising.
The term ‘green’ is indicative of purity. Green means pure in quality and fair or just in dealing. For example, green advertising means advertising without adverse impact on society. Green message means matured and neutral facts, free from exaggeration or ambiguity.
CRM: Customer Relationship Management is a comprehensive approach for creating, maintaining and expanding customer relationships.
CRM “is a business strategy that aims to understand, anticipate and manage the needs of an organisation’s current and potential customers”
It is a “comprehensive approach which provides seamless integration of every area of business that touches the customer- namely marketing, sales, customer services and field support through the integration of people, process and technology”
CRM is a shift from traditional marketing as it focuses on the retention of customers in addition to the acquisition of new customers
“The expression Customer Relationship Management (CRM) is becoming standard terminology, replacing what is widely perceived to be a misleadingly narrow term, relationship marketing (RM)”
CRM (Customer Relationship Management) is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer.
The basic objective of CRM is to increase marketing efficiency and effectiveness.
Rural Marketing:
Rural marketing is a practise of assessing, persuading and converting the needs, wants, purchasing power of the customers into effective demand for products and service out for sale which would help in sufficing the requirements of people in the rural areas and thus increase the satisfaction levels as well as standard of living.
There are 600,000 villages in India. 25% of all villages account for 65% of the total rural population. So we can contact 65% of 680 million or 700 million population by simply contacting 150000 villages – which shows the huge potential of this market.
Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives.
In the last decades the uncontrolled impact of industrial activities on the natural
environment has created critical ecological concerns. The aggravation of phenomena like
climate change, ozone depletion, over exploitation of natural resources, air pollution, and
toxic wastes are harming the sustainable development of the planet and of the economic
system. For marketers, environmentalism has become a criterion influencing customer
purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)
emanated from criticism that the marketing concept ignored the impact of individual
consumption upon the society as a whole. Terms like green marketing and green
customer have evolved and a lot of work is being done to understand the awareness levels
of the customer, their attitudes towards the green products and their willingness to accept
and pay a premium for the green products.
Every year people living on the earth throw away enough garbage to cover a huge part of
the world. Most of the waste ends up in landfills which are very costly and which may
have a major impact on the environment and on the health of the people living on this
planet. Saving the environment has become a big issue in recent times. The messages are
being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our
way to a healthier planet. Over the years, it is told to us that cool cars would make us free
and diet soda would make us popular. But there is some things money and advertising
can’t buy, and a clean environment is one of them. The hard fact is that global warming,
deforestation and other earthly ills cannot be solved by switching brands. It takes
resources to manufacture and transport all products, even those made from recycled
content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.
Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word
now co-opted in the sales of services, the three R's are a phrase and a principle worth
reviving.
This study focuses on consumers and consumer behaviour in relation to environmental
friendly products. It starts from the assumption that environmental problems are closely
related to individual consumer behaviour, and that individual behaviour is one of the
major causes for the existing environmental problems. Without substantial changes, in
the long term these consumption practices present a serious threat to the environment and
to society as a whole.
What Are the Key Strategies for Implementing Sustainable Transformation in Bu...solvistsCMS
Understanding Sustainable Transformation in Business
Sustainable transformation in business refers to the process of integrating sustainable practises into the core operations and culture of a company with a keen eye on the well-being of vulnerable populations. It involves making conscious decisions that not only benefit the environment but also contribute to long-term business success and social development. This transformation goes beyond just reducing waste or conserving resources; it requires a holistic approach that encompasses every aspect of the business, taking into consideration the needs of vulnerable populations.
1. WHAT IS GETGREEN VIETNAM PROJECT?
The GetGreen Vietnam project is an incubator for “Change Agents” who
are empowered to change their consumption behavior towards sus-
tainability, in which actions are taken for big changes for the en-
vironment through small shifts in their own habits. They can also inspire
and convince their families, friends and colleages to change.
We call it “sustainable consumption”, in another word, “sustainable
living and working”.
The project has made efforts in forming communities of sustainable
consumers in 4 cities: Hanoi, Da Nang, Ho Chi Minh City and Can Tho,
with the intention that these will become stronger and larger by the
dissemination of benefits of sustainable consumption.
WHAT IS SUSTAINABLE CONSUMPTION?
Within the scope of the project, sustainable consumption is considered to be the collective action of buying, using,
and disposing that follows an environmentally-responsible decision making process incorporated by the consumer.
Consumers minimize negative environmental impacts in accordance with their personal needs, while ensuring the
same or higher quality of life throughout their daily routine.
Lead Partner
DELFT UNIVERSITY OF TECHNOLOGY
Dr. Marcel Crul
M.R.M.Crul@tudelft.nl
Partner
VIETNAM CLEANER PRODUCTION CENTRE
Mrs.Ta HuongThu
thu.th@vncpc.org
Partner
ASIAN INSTITUTE OF TECHNOLOGY IN VIETNAM
Mrs. NguyenThi Bich Hoa
hoa@aitcv.ac.vn
PROJECT CONTACT
Mrs. Linda Roos
Delft University ofTechnology
Mekelweg 2, 2628 CD Delft
Hanoi
Da Nang
Ho Chi Minh City
Can Tho
Project Partners
Funded by
Email: l.roos@tudelft.nl
Tel: +31-152782273
GETGREEN VIETNAM
3yearsofpromoting
SustainableLivingandWorkingstyleinVietnam
ThisdocumenthasbeenproducedwiththefinancialsupportoftheEuropeanUnion.Thecontentsofthisdocumentarethesoleresponsibilityof
the GetGreenVietnam project and can under no circumstances be regarded as reflecting the position of the European Union.
European Union SWITCH-Asia programme
2. PROJECT BRIEF | GetGreen Vietnam - Sustainable Living and Working in Vietnam
GETGREEN METHOD
& MATERIALS
Within this project we believe there is a gap between consumers’ intentions
and actions, the so-called ‘green gap’. This means that people may know
about sustainability and the consequences and that they are able to do the
right thing, but still end up making unsustainable choices. We therefore
help translate their green intentions into actions. The entire approach is
action-oriented, not awareness-oriented.
The three main models that we use and advise our trainers to use:
•The Motivation – Opportunity – Ability (MOA) model to understand the
context;
•The Stages of Change model to understand how change occurs
•The SMART model to understand how to properly set goals/challenges for
participants
Figure The Stages of Change model by Prochaska et al (1983).
During the group implementation, the participants will be provided
8 clusters on sustainable consumption topics, but they are only able to
choose 2 clusters which are their most concerned or favorable to imple-
ment in 6 meetings by a GetGreen trainer. The other 6 clusters will be given
to Change Agents at the closing meeting for their further self-improvement.
SUSTAINABLE
PRODUCTS &
SERVICES
BUYINGUSINGDISPOSING
CO-CREATION
One of the main objectives of GGVN is to enhance
the connection between producers/service provid-
ers in order to create products and services that
meet consumers’ requirements and bring benefits
to companies in a sustainable way.
GGVN has implemented its new methodology on
co-creation with two sides of the connection as
follows:
* Session 1 (Survey the potential company): GGVN
has a meeting with company’s leader(s) to identify
the objectives for co-creation. The key is to match
company’s strategy with the criteria of sustainable
consumption. Based on that, a problem definition for
the co-creation workshop (Session 2) is set.
* Session 2 (Co-creation workshop: Consumers and
company discuss and develop ideas and solutions
to improve existing products and conceptualize new
products/services. There are two simple rules for
co-creation:
* Session 3 (Evaluation and Planning): GGVN
and the company together evaluate the results
of Session 2. It will be followed up with an action
plan that satisfies both consumers’ demands
and company’s strategy.
The company listens and supports
consumers.
Any idea is welcome.
1
2
Continue development
Share results
Connect creative minds
Select the very best
Inspire participation
Fronteer Strategy’s co-creation steps
METHODOLOGY & MATERIALS
3. PROJECT BRIEF | GetGreen Vietnam - Sustainable Living and Working in Vietnam
IMPLEMENTATION & RESULTS
Hanoi HoChiMinh Da Nang Can Tho
Office worker 6 6 3 2
Student 5 5 3 5
Community 5 5 4 3
Number of
ChangeAgents 316 317 240 226
SUSTAINABLE ACTION REVIEW
Before Meeting 1 of the GetGreen programme, the sustainable action review method was filled
out and in Meeting 6 it was repeated in the form of the sustainable action review game. In batch
I, 26 and 25 groups provided positive results in the first and sixth meetings, respectively.
Analyzing the data from these meetings brought up some interesting results; the main result
showed that, on average, participants improved from doing 65 percent to 78 percent of all
sustainable actions. This is a very good sign for Vietnam, showing it is already active in
sustainable consumption and becoming even more so.
We also found that prior to the GetGreen programme the office worker groups were most sus-
tainable, but following the GetGreen the student and community groups had the most positive
changes. This brought the students and community groups to a slightly higher level of sustain-
able consumption than the office groups.
BEHAVIOR
CHANGE
Two most frequently selected clusters were “In and around
the supermarket” (26 groups) and “Energy efficiency” (27
groups).
Our achievement is that all GetGreen participants after
completing group activities captured the key messages:
sustainable consumption is not only about the
environment, but also about their health, finances, society,
future generations, and those small changes can lead to
enormous results.
Waste collecting households;
Cau Dien composting centre.
Supermarkets (e.g. Lotte, BigC,
Coopmart); Flea market.
Tue Vien farm; Xanh Sach
co. (hydroponic system);
Hoa Phong clean veggie co.
Change Agent’s kitchens.
examplesoffieldtrips
BKAV Smarthome; Energy
efficiency centres in
Danang, Hochiminh City.
Bicycle trip; Bus trip;
Motorbike showrooms (e.g.
Honda, Yamaha).
VNCPC; WAPS and
Sky-Line schools.
Tanner; TTT Architect.
CHANGE AGENTS
Change Agents are defined as
people that besides changing
themselves are, voluntarily or not,
influencing the change in others in
terms of sustainable consumption.
FULL APPROACH
The difference between all the cities was that the
bigger cities Hanoi and HCMC did not perform as
well as the smaller cities Da Nang and Can Tho.
Overall, Da Nang performed the best of all four
cities. Can Tho also showed strong commitment
with the highest attendance percentage all the
meetings (89%).
In numbers
5 focus groups with
10 participants per group
10 test groups with
10-15 participants per group
3 Training-of-Trainers (ToTs),
56 trainers
2 batches in full implementation
52 GetGreen groups,
1099 Change Agents in 4 cities
16 co-creation sessions
GetGreen guidebooklets
including
8 clusters and
75 tips
64 inspirational short video clips
52 stories of change
Meeting / Fieldtrip no.
4. PROJECT BRIEF | GetGreen Vietnam - Sustainable Living and Working in Vietnam
CO-CREATION
CHANGE AGENTS
DUCTAI-CTS2
co-creationbetweentraqueherbvillage
andgroupdns3(studentsofdongauniversity)
SESSION 1: SURVEY SESSION 2: CO-CREATION WORKSHOP
• How to provide more info
about Tra Que Herb Village
to consumers? (Build up
communication ideas)
• How to support consumers
in increasing knowledge
and experience to consume
sustainably? (Experience tour)
• How to encourage consumers
to grow their own vegetables at
home? (Live like a farmer in the
city).
• Design own website
• Add more photos and
processes to share with
consumers
• Improve current experience
tour
• Periodically organize an
“Organic vegetable festival”.
• Active communication from the village to the
consumers. Provide more info to consumers locally
(at the field, at farmers’ houses) and through public
communication.
• Organize networking event for consumers.
• Provide experience tour services at the village. The
tour includes site visits from planting to harvesting,
preserving and processing.
• Develop added-value products such as a DIY
package for customers to grow vegetables at home.
www.traqueherb.com
SESSION 3: EVALUATION AND
PLANNING
CASES STUDY
NGUYEN VAN TAI - Excellent Change Agent of CTS2
A second year student at Can Tho University, Nguyen Van Tai, “Tai”, took
part in the GetGreen training course without truly understanding what
sustainable consumption was, or what adopting a ‘green lifestyle’ meant
other than ideas on planting trees or preventing their needless destruc-
tion. Tai understood that while he wasn’t directly destroying or harming
the environment, he was also doing nothing to help it.
By the end of the course, Tai was nominated as the most excellent
Change Agent in his group (Can Tho Student 2) which was comprised of
other students from his university. One of the key take away messages
that Tai gained is that by making small daily changes he could protect
the environment and become a practitioner of green consumption habits
amongst his friends and families; changes that were at once challenging
and motivating.
At the networking event “Sustainability Day – Can Tho”, Tai shared his
experiences and accomplishments with others in the program; as a true
Change Agent he convinced his family, aunt and uncle and even neigh-
bors to apply some Green Tips that he picked up in the program. Tai
promoted small changes to their lives such as readjusting the air condi-
tioning temperature and conserving power by turning lights off and un-
plugging devices that weren’t in use – he even compared their electricity
bills to prove to them the change that the Green Tips made!
While his family may not understand the full extent of what sustainable
consumption was, Tai could show them how making small changes can
bring benefits, such as saving money, and in doing so changing their be-
haviour towards a more sustainable direction. All changes require time,
and importantly, require action.
We believe that the actions Tai never knew he could implement can be
completed by everyone, and as we see the success of his story and
of hundreds of Change Agents around Vietnam we know that we as a
society can take a step closer to becoming more sustainable every day.
Group DNO3 - Happy Kids Kindergarten
Group DNO3 has shown significant behavioral changes and commit-
ment throughout the training course. As a result, they not only have
adopted many green tips but also inspired pupils and their parents
by integrating those tips into their educational and outdoor programs.
The participants already have knowledge of climate change, envi-
ronmental issues and the intention to improve them, yet don’t have
context to do so. Fortunately, the committee board of the school sup-
ported the course, showing their determination for sustainability in
education and towards their societal and environmental responsibil-
ities.
The group had chosen “Energy Efficiency” and “In and Around the
Supermarket” that provided a lot of useful tips for their work as teach-
ers. Fieldtrips were well designed; challenges were encouraged to be
overcame at the school. With the latter cluster, the participants were
divided into 5 groups, and each of them were challenged to prepare
a meal for 4-5 people with the amount of 150,000VND and apply as
many green tips as possible. After that, all 5 groups would present
what they had applied and created with the money given.
With the advantage of being an educational organization, the par-
ticipants of DNO3 found out how to disseminate the green tips and
knowledge on the environment. For example, when a class in the 3rd
floor or lower has outdoor activities, the teacher will walk them down,
using staircase instead of elevators; or teach them how to grow veg-
etables. Better still, the teachers spent time on explaining and en-
couraging parents to apply the green tips for the sake of the children.
After the training course, Mrs. Nguyen Thi Nga – Chairman of the
Board of Happy Kids Kindergarten wished to work in collaboration
with Education and Training Department of Da Nang to implement
training courses on sustainable consumption for Kindergartens and
Primary schools in the city because of its benefits for the environment
and the pupils.
DNO3-HAPPYKIDSKINDERGARTEN
5. PROJECT BRIEF | GetGreen Vietnam - Sustainable Living and Working in Vietnam
LESSONS LEARNT
OUTREACH & SUSTAINABILITY
#2 Who to involve?
Results show that a good strategy is to target 3 consum-
er groups (i.e. students, office workers and communities)
from the middle income population. It is also helpful when
all participants are from the same living or working context
because Vietnamese people are usually more collectivist
(or group-oriented) and tend to act when being supported
by their surrounding people. Among the 3 groups, we dis-
covered that the office worker group comprising of teachers
had achieved an extremely good result. They integrated
sustainable consumption into their lessons and extra ac-
tivities at school and encouraged their pupils to take small
daily actions. The pupils in turn told their parents about what
happened at school, influencing them to change as well.
#3 What topics to use?
Participants were mostly concerned with
energy issues (cluster Energy efficiency)
and food issues (cluster “In and around
supermarket”).
#4 How to implement?
Generally, the designed training pro-
cess and materials are easy to un-
derstand and to implement with the
consideration to a popular level of
knowledge and experience of both
trainers and participants.
Monitoring shows that participants were more
motivated after the experiential field trips. The
number of participants completing the provided
sustainable actions usually increased after field
trips. It proves that providing information and
fostering people to act on the information are
equally important.
Co-creation between consumers and produc-
ers is a new method in Vietnam, and 16 com-
panies were introduced to the implementation
of co-creation within GGVN. We observed that
with the limited number of 16 companies con-
sumers felt more empowered, while compa-
nies had a chance to connect to a community
of sustainable consumers and understand their
demands and preferences better.
#1 Where to start?
The two smaller cities, Da Nang and Can
Tho, showed better results in terms of par-
ticipation and change. One explanation for
the difference could be that citizens in the
smaller cities are not yet involved in many
similar activities because there are fewer
made available; making the commitment
high for the ones that are there, such as
GetGreen Vietnam.
#6 What barriers are there for taking
action and changing behavior?
-Participants just simply forget to perform the
action, because the implementation time is too
short to turn action into a habit.
-Tools for change are unavailable, e.g. waste
separation scheme, public transportation, and
specific sustainable products.
-Some actions re-
quire high invest-
ment, or they are
occasional activi-
ties, something that
happens just a few
times in one’s life,
e.g. investment on
solar generation sys-
tem.
-Opposition of others
(e.g. parents, col-
leagues).
#5 What motivations drive towards sustain-
able consumption?
Tendency to save. Vietnamese people in general have
the habit of saving, not only financially, but also using
goods sparingly and keeping a good maintenance.
Great concern about food safety. According our
GGVN research, food is the first kind of products that
consumers are willing to switch to sustainable alterna-
tives, and are also willing to pay the highest price com-
pared to the normal products’ prices proportionally.
High awareness on environmental issues. In recent
years people are more aware of the critical status of
the environment and they all want to do good things
for the environment.
It’s a trending lifestyle! Living sustainably is a new
trend in which the young and open-minded people
want to be in the lead.
BEHAVIOR
CHANGE
for
sustainable
consumption
OUTREACH STRATEGY
Replication via training component
GGVN trainers are from various NGOs/
CSOs, universities, professional unions, so-
cial clubs, etc. This ensures the continuation
of sustainable consumption implementation
in their long-term activities. Two project part-
ners, VNCPC and AITVN, have integrated
newly acquired skills and expertise in ser-
vice offers.
Replication via Change Agents
The responsibility of a Change Agent is
not limited to changing their own behavior,
but also includes sharing their knowledge
and actions with friends, family members,
colleagues and others, inspiring them to
change together. In that sense, the project’s
impact is broadened gradually and does not
stop with the project.
Replication via dissemination
Sustainable tips and information are collect-
ed and shared via project website and face-
book. A series of inspirational video clips
and stories of change also helps promote
sustainable consumption. Moreover, project
guidebooklet, training materials are avail-
able at our website for common use.
6. PROJECT BRIEF | GetGreen Vietnam - Sustainable Living and Working in Vietnam
TESTIMONIALS
“All 1099 Change Agents of the GetGreen Vietnam project are contributing their
part to improve the environment in Vietnam by changing their behaviour towards
more sustainable buying, using and disposing of products. As project coordinator,
I am grateful for their enthusiasm, commitment and action for the common cause.
Through them, thousands of others will get interested in green behaviour as well.
This success is only possible because of the hard work of our dedicated, profes-
sional and inventive GetGreen team, our trainers and partners. I congratulate them
on the fine results achieved already. But this is only the beginning. I am confident
that together we can involve more and more people in Vietnam in the switch towards
sustainable consumption in the coming years.,,
- Dr. Marcel Crul -
The GetGreen Vietnam Project Coordinatior
“I realized many things includ-
ing not only the importance of
living green but also how to pro-
tect the environment by simple
and helpful actions. It motivated
and challenged me .,,- DucTai.
Can Tho -
“Participating in GGVN project helped me realize
my responsibility and obligation to the environment
through certain behaviors, such as forming sus-
tainbale habits, spreading benefits of SC to people
around me.,,- Do Thanh,
Hanoi-
“This was really a helpful, fun course
that changed me for a better life.,,
- Tuong Vy,
Da Nang -
“For me, GetGreen course were social
activities with understandable knowledge.
As a Change Agent of HCMS1, I cultivat-
ed by myself everyday to practice and
change my daily rituals.,,
- Tuong Ni,
HoChiMinh City-
“The project and trainer helped me understand
how to be a green and smart consumer; empow-
ered me to change my behaviors and realize their
nessecity.,,- Nguyen Thu,
Hanoi-
“I got a deeper understanding of what green living
and working was, which I’ve heard before. More-
over, I’ve perceived the importance of sustainable
consumption that is not only about saving energy
but also raising awareness and responsibility of a
Change Agent,, - Thu Hien, Hanoi -
“The program was interesting and
helful. Through this, I gained more
knowledge of saving energy and how
to be “smart” on the road. Particularly,
this included exciting fieldtrips!,,
- Hoang Nhan,
HoChiMinh City-