This document provides background information for a research paper investigating whether green branding strategies are effective at shifting consumer perceptions and buying habits. It discusses definitions of green products and greenwashing. It also reviews several large corporations' sustainability efforts and how they market themselves as green. The abstract indicates the research will analyze how green branding affects consumer behavior despite the prevalence of greenwashing in marketing.
Intro to green marketing as it relates to green construction. Just the basics for folks who aren't familiar with "green" construction issues. There's still some of us left!
Consumer behaviour towards eco friendly productsManeesha Patel
1) The document discusses a study on consumer attitudes towards eco-friendly products. It analyzes whether consumers are willing to pay higher prices for eco-friendly products and the impact of environmental concerns on purchasing decisions.
2) The study found that while many consumers are aware of eco-friendly products and environmental issues, some do not consider the environmental impact of everyday purchases and are not willing to pay higher prices.
3) However, when products are clearly labeled as eco-friendly, most consumers say this would influence their purchase decision and they trust the quality of eco-friendly options. The study concludes raising environmental awareness could make such concerns a stronger driver of consumer behavior.
Slideshare consumer attitude towards environment friendly productsGokul Umaraniya
Ethical consumerism involves intentionally purchasing products and services made ethically with minimal harm. Some indicators of ethical products examined by the Indian ministry include reducing pollution, using recycled materials, saving resources, and lowering environmental impact. Several Indian companies have adopted eco-friendly practices like Godrej's eco-refrigerator and Wipro's ISO certification. National Geographic partners with GlobeScan to regularly measure consumer behavior and promote sustainable consumption globally.
Green Marketing- Way ahead to sustainability Mathew Lawrence
Mathew Lawrence presented on green marketing and its impact on youth buying behavior in Dombivli, India. The presentation included an introduction to green marketing and the reasons for this research. The objective is to study youth awareness and perceptions of green marketing and how it affects purchasing decisions. A sample of 1,380 youth ages 18-28 will be used, which is 1% of Dombivli's population in that age range. The expected conclusions are that youth environmental concerns will significantly influence green buying behavior and that further research on green marketing's potential will benefit businesses and the environment.
Green marketing began in the 1980s when harmful products were identified and "green" alternatives were introduced, and it has grown as consumers become more environmentally conscious; it has evolved from an ecological focus on environmental problems to a sustainable approach considering economic and social impacts; green marketing strategies aim to reduce environmental impact throughout the product lifecycle from manufacturing to recycling and promote benefits like access to new markets and competitive advantages.
This document discusses green marketing and provides examples of companies practicing green marketing. It begins by defining green marketing as marketing of products that are environmentally safe and cause no harm to the environment. It then provides examples of green brands and products in India like eco-friendly rickshaws, solar energy products, and lead-free paints. The document emphasizes that green marketing is important due to factors like social responsibility, government pressure, competition and cost reduction. It also discusses the role of IT and impacts of green marketing like increased consumption of organic products and emphasis on environmental protection.
The document discusses green marketing, defining it as marketing products that are environmentally safe. It provides a brief history of green marketing and discusses definitions from various authors. The document outlines advantages like enhancing company image and increasing sales, and disadvantages such as high costs. It examines companies that utilize green marketing and the global aspect. Goals are discussed around defining green marketing and examining companies that use it. The future of green technology and increasing adoption of green products is also considered.
GREEN MARKETING - LAWS, ADVANTAGES, CHALLENGESANUGYA JAISWAL
Green marketing is that the marketing of products that are presumed to be environmentally safe.
Green marketing is the method of selling products and services which supports the environmental benefits. These products or services can be environmentally friendly in it or produced and packaged in an environmentally friendly way. Thus the green marketing is also known as Environmental Marketing.
Intro to green marketing as it relates to green construction. Just the basics for folks who aren't familiar with "green" construction issues. There's still some of us left!
Consumer behaviour towards eco friendly productsManeesha Patel
1) The document discusses a study on consumer attitudes towards eco-friendly products. It analyzes whether consumers are willing to pay higher prices for eco-friendly products and the impact of environmental concerns on purchasing decisions.
2) The study found that while many consumers are aware of eco-friendly products and environmental issues, some do not consider the environmental impact of everyday purchases and are not willing to pay higher prices.
3) However, when products are clearly labeled as eco-friendly, most consumers say this would influence their purchase decision and they trust the quality of eco-friendly options. The study concludes raising environmental awareness could make such concerns a stronger driver of consumer behavior.
Slideshare consumer attitude towards environment friendly productsGokul Umaraniya
Ethical consumerism involves intentionally purchasing products and services made ethically with minimal harm. Some indicators of ethical products examined by the Indian ministry include reducing pollution, using recycled materials, saving resources, and lowering environmental impact. Several Indian companies have adopted eco-friendly practices like Godrej's eco-refrigerator and Wipro's ISO certification. National Geographic partners with GlobeScan to regularly measure consumer behavior and promote sustainable consumption globally.
Green Marketing- Way ahead to sustainability Mathew Lawrence
Mathew Lawrence presented on green marketing and its impact on youth buying behavior in Dombivli, India. The presentation included an introduction to green marketing and the reasons for this research. The objective is to study youth awareness and perceptions of green marketing and how it affects purchasing decisions. A sample of 1,380 youth ages 18-28 will be used, which is 1% of Dombivli's population in that age range. The expected conclusions are that youth environmental concerns will significantly influence green buying behavior and that further research on green marketing's potential will benefit businesses and the environment.
Green marketing began in the 1980s when harmful products were identified and "green" alternatives were introduced, and it has grown as consumers become more environmentally conscious; it has evolved from an ecological focus on environmental problems to a sustainable approach considering economic and social impacts; green marketing strategies aim to reduce environmental impact throughout the product lifecycle from manufacturing to recycling and promote benefits like access to new markets and competitive advantages.
This document discusses green marketing and provides examples of companies practicing green marketing. It begins by defining green marketing as marketing of products that are environmentally safe and cause no harm to the environment. It then provides examples of green brands and products in India like eco-friendly rickshaws, solar energy products, and lead-free paints. The document emphasizes that green marketing is important due to factors like social responsibility, government pressure, competition and cost reduction. It also discusses the role of IT and impacts of green marketing like increased consumption of organic products and emphasis on environmental protection.
The document discusses green marketing, defining it as marketing products that are environmentally safe. It provides a brief history of green marketing and discusses definitions from various authors. The document outlines advantages like enhancing company image and increasing sales, and disadvantages such as high costs. It examines companies that utilize green marketing and the global aspect. Goals are discussed around defining green marketing and examining companies that use it. The future of green technology and increasing adoption of green products is also considered.
GREEN MARKETING - LAWS, ADVANTAGES, CHALLENGESANUGYA JAISWAL
Green marketing is that the marketing of products that are presumed to be environmentally safe.
Green marketing is the method of selling products and services which supports the environmental benefits. These products or services can be environmentally friendly in it or produced and packaged in an environmentally friendly way. Thus the green marketing is also known as Environmental Marketing.
The document discusses several companies' green marketing initiatives and efforts to promote environmental sustainability. It mentions Videocon's use of green color in branding to represent its ecology efforts. It outlines Nokia, LG, Samsung, and Sony Ericsson's different focuses, such as Nokia's take-back recycling program, LG's power management, and Sony Ericsson's packaging. Apple is noted for using recyclable materials in phones. Indian companies IDEA Cellular and Aircel are promoting environmental messages through mobile advertising campaigns. Research suggests brands are not always associated with their actual green practices and consumers rely more on packaging than design for evaluations.
Marketing can be a solution to the environmental crisis, and clever marketers realize that it is in their best interest to be truly "green." This presentation discusses why green marketing and production processes are a key competitive advantage, and how marketers can successfully market "green" products.
This document summarizes a research paper on consumer behavior towards eco-friendly products. The objectives are to investigate consumer attractiveness to eco-friendly FMCG products and their willingness to pay higher prices. It also aims to analyze how environmental concerns impact purchasing decisions and provide recommendations. The literature review discusses how increased environmental awareness has led to demand for greener products and eco-friendly consumption patterns. Some consumers are willing to pay more for eco-friendly options while others prefer cheaper alternatives. The study collected data through surveys to understand awareness and purchasing influences regarding green products.
This document provides an overview of a research project on green marketing implemented by Cozmo (THE Group). It includes an action plan with timelines for various tasks. It discusses green marketing, green products and their characteristics, challenges and opportunities of green marketing, new regulations, and how corporate social responsibility relates to green marketing. The document also includes an outline of the research with several chapters planned to cover the introduction, literature review, applying green marketing to Cozmo, methodology, results, conclusion, and references.
This document discusses green marketing and consumer attitudes towards environmentally friendly products. It defines green marketing as marketing products presumed to be environmentally preferable. Some top Indian brands engaging in green marketing are mentioned. A 2014 global survey found that consumers in China, India and Brazil are most willing to spend more on green products. The survey also reported that most consumers believe green products cost more but plan to increase spending on them. Challenges like greenwashing are discussed, as well as India's Ecomark program to identify truly green products. The marketing mix for green products and types of renewable energy sources are also outlined.
The presentation discusses green marketing, which refers to promoting products and services based on their environmental benefits. It outlines the evolution of green marketing from an ecological focus to emphasizing sustainable practices. Green marketing assumes consumers value environmental friendliness, but they may not be willing to pay more. The presentation covers the US FTC guidelines for green claims, benefits and challenges of green marketing, and strategies companies use like modifying the marketing mix. It provides examples of companies adopting green practices and concludes more research is needed to fully explore green marketing's potential.
Leveraging Environmental Sustainability at Clorox with Brita, Burt's Bees, an...Sustainable Brands
Presentation on sustainability, marketing, product development, and portfolio management at Clorox with Burt's Bees, Brita, and Greenworks.
Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
The document discusses green products and consumer behavior in Japan. It provides examples of online shopping portals and databases where consumers can find green products. It also summarizes surveys that found that over 70% of consumers buy refills and turn off lights to save energy. While labels like Eco Mark are widely recognized, environmental performance is not a main purchase consideration. The 2011 earthquake increased consumers' environmental awareness somewhat, especially around energy saving. The document suggests that evaluating and informing consumers better about green products and their benefits could encourage more sustainable purchasing.
Sun., Oct. 31, 2010 - At the Big “R” Show
Green Marketing - Make it Your Business
This panel discussion provided insight on how remanufacturers and distributors can use “green” marketing as a means to maximize company profits by establishing corporate goodwill and promote a company’s green product and services.
Tom Marx discussed how to incorporate a “Green” marketing strategy. Scott Stolberg of AAEQ provided perspectives on how he transformed AAEQ into a leading green company through strategic green marketing initiatives. And Keith Patridge of McAllen Economic Development Corporation discussed their “Green Campaign” successes which promotes remanufacturing and product reuse on the border of Texas and Mexico.
Green marketing involves promoting environmentally friendly products to minimize negative environmental impacts. It aims to satisfy consumer needs using limited resources sustainably. The term emerged in the late 1980s as ecological concerns grew. Marketers have power to design cleaner products and restore the environment. Green marketing is important because resources are limited but demands are unlimited. It allows companies to use resources efficiently while satisfying customers and achieving profits. Major companies now use green strategies like modifying the 4 Ps of marketing. Green marketing benefits firms through customer satisfaction, social acceptance, and cost savings while improving the environment.
KFC and other companies are switching to more eco-friendly packaging. KFC is now using recyclable and biodegradable paper wrapping for some products instead of cardboard. McDonald's and Pizza Hut are also using packaging with higher amounts of recycled materials to be more environmentally friendly. While paper packaging has benefits like being light, inexpensive, and allowing for printing, it can cause environmental issues if not disposed of properly, as the biodegradable materials may release methane as a greenhouse gas during decomposition. Companies are working to use more sustainable packaging options.
This document discusses green marketing strategies and challenges. It outlines some of the key barriers to buying green products, including lack of knowledge about green options, perceptions about lower quality or performance, mistrust of "greenwashing", higher prices, and limited availability of truly green products. It also provides five truths about green marketing, such as a lack of focus on the product benefits and a tendency to rely on green positioning as the main strategy. Finally, it offers five ways to be honest in green marketing, like focusing on short-term benefits, avoiding presenting oneself as an educator if not a top brand, emphasizing transparency, keeping messaging simple and direct, and avoiding premium pricing for green options.
Companies today, move towards green as the consumers are concerned about the natural surroundings. Natural environmental influence our day-today lives in many ways, yet only few academics have discussed green issues in Sri Lankan context. Hence, this paper is an attempt to investigate the consumers purchasing behavior and attitudes towards eco-friendly fast moving consumer goods (FMCG) with special reference to cosmetics &personal care products.
This document provides an overview of green marketing. It defines green marketing and discusses its positive and negative aspects. It also outlines some common problems with green marketing strategies and provides definitions of key terms. Additionally, it discusses green marketing adoption by firms and different green marketing strategies companies can take, from passive to aggressive approaches. The document concludes that while firms play a role, ultimate responsibility lies with consumers being willing to pay more for environmentally friendly options.
Green marketing is the marketing of products that are environmentally safe. The document discusses the history, definition, evolution and strategies of green marketing. It provides examples of top companies that have adopted green marketing like LG, Samsung, TCS and ONGC. Green marketing faces challenges due to higher costs but provides benefits like sustained long term growth and competitive advantage. The document concludes that green marketing covers more parameters than typical marketing and supports environmentally friendly activities.
Green marketing involves promoting products as environmentally friendly. It includes product modifications, changes to production and packaging processes, and adjusting advertising. Green marketing incorporates recycling, efficient products, and environmentally responsible packaging into the marketing mix of product, price, place, and promotion. Many large companies have implemented green marketing strategies for various products to appeal to environmentally conscious consumers and promote sustainability.
The document discusses green marketing from a research perspective and provides an overview of green marketing concepts including the stakeholders, top green brands in India, key takeaways from green marketing, the green market size in the US, and proposes a research perspective on the effect of an octagonal green marketing mix model on LOHAS and LOVOS consumer segments. It also outlines a proposed methodology and timeline for a research study on green marketing.
Green marketing involves promoting products and services based on their environmental benefits. It requires that production processes be environmentally friendly, compatible with company goals, and satisfy customer needs. Green marketing emerged in the late 1980s and evolved from an ecological focus to emphasizing clean technology and sustainable development. It has grown due to increasing environmental concerns among consumers and recognition by companies that going green provides competitive advantages. However, some companies engage in "greenwashing" by overstating their environmental friendliness. Major companies now using green marketing include Coca-Cola, Disney, McDonald's, Xerox, and Canon.
The document discusses green marketing, defining it as the marketing of products presumed to be environmentally safe. It outlines the evolution of green marketing from ecological to environmental to sustainable phases. Key aspects of green marketing like its importance, characteristics, top green companies, and the four P's (product, price, place, promotion) are examined. Examples are given of companies adopting green marketing methods like using solar energy (Starbucks) and recycled materials (Apple).
The document discusses green marketing and provides examples. It defines green marketing as marketing products and services that are presumed to be environmentally safe. It then gives characteristics of green products and discusses the need for green marketing from both business and consumer perspectives. The document also outlines some challenges in green marketing and provides strategies companies can take to effectively market green products. Finally, it analyzes trends in green marketing in India and provides cases of companies adopting green marketing strategies.
The document discusses several companies' green marketing initiatives and efforts to promote environmental sustainability. It mentions Videocon's use of green color in branding to represent its ecology efforts. It outlines Nokia, LG, Samsung, and Sony Ericsson's different focuses, such as Nokia's take-back recycling program, LG's power management, and Sony Ericsson's packaging. Apple is noted for using recyclable materials in phones. Indian companies IDEA Cellular and Aircel are promoting environmental messages through mobile advertising campaigns. Research suggests brands are not always associated with their actual green practices and consumers rely more on packaging than design for evaluations.
Marketing can be a solution to the environmental crisis, and clever marketers realize that it is in their best interest to be truly "green." This presentation discusses why green marketing and production processes are a key competitive advantage, and how marketers can successfully market "green" products.
This document summarizes a research paper on consumer behavior towards eco-friendly products. The objectives are to investigate consumer attractiveness to eco-friendly FMCG products and their willingness to pay higher prices. It also aims to analyze how environmental concerns impact purchasing decisions and provide recommendations. The literature review discusses how increased environmental awareness has led to demand for greener products and eco-friendly consumption patterns. Some consumers are willing to pay more for eco-friendly options while others prefer cheaper alternatives. The study collected data through surveys to understand awareness and purchasing influences regarding green products.
This document provides an overview of a research project on green marketing implemented by Cozmo (THE Group). It includes an action plan with timelines for various tasks. It discusses green marketing, green products and their characteristics, challenges and opportunities of green marketing, new regulations, and how corporate social responsibility relates to green marketing. The document also includes an outline of the research with several chapters planned to cover the introduction, literature review, applying green marketing to Cozmo, methodology, results, conclusion, and references.
This document discusses green marketing and consumer attitudes towards environmentally friendly products. It defines green marketing as marketing products presumed to be environmentally preferable. Some top Indian brands engaging in green marketing are mentioned. A 2014 global survey found that consumers in China, India and Brazil are most willing to spend more on green products. The survey also reported that most consumers believe green products cost more but plan to increase spending on them. Challenges like greenwashing are discussed, as well as India's Ecomark program to identify truly green products. The marketing mix for green products and types of renewable energy sources are also outlined.
The presentation discusses green marketing, which refers to promoting products and services based on their environmental benefits. It outlines the evolution of green marketing from an ecological focus to emphasizing sustainable practices. Green marketing assumes consumers value environmental friendliness, but they may not be willing to pay more. The presentation covers the US FTC guidelines for green claims, benefits and challenges of green marketing, and strategies companies use like modifying the marketing mix. It provides examples of companies adopting green practices and concludes more research is needed to fully explore green marketing's potential.
Leveraging Environmental Sustainability at Clorox with Brita, Burt's Bees, an...Sustainable Brands
Presentation on sustainability, marketing, product development, and portfolio management at Clorox with Burt's Bees, Brita, and Greenworks.
Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
The document discusses green products and consumer behavior in Japan. It provides examples of online shopping portals and databases where consumers can find green products. It also summarizes surveys that found that over 70% of consumers buy refills and turn off lights to save energy. While labels like Eco Mark are widely recognized, environmental performance is not a main purchase consideration. The 2011 earthquake increased consumers' environmental awareness somewhat, especially around energy saving. The document suggests that evaluating and informing consumers better about green products and their benefits could encourage more sustainable purchasing.
Sun., Oct. 31, 2010 - At the Big “R” Show
Green Marketing - Make it Your Business
This panel discussion provided insight on how remanufacturers and distributors can use “green” marketing as a means to maximize company profits by establishing corporate goodwill and promote a company’s green product and services.
Tom Marx discussed how to incorporate a “Green” marketing strategy. Scott Stolberg of AAEQ provided perspectives on how he transformed AAEQ into a leading green company through strategic green marketing initiatives. And Keith Patridge of McAllen Economic Development Corporation discussed their “Green Campaign” successes which promotes remanufacturing and product reuse on the border of Texas and Mexico.
Green marketing involves promoting environmentally friendly products to minimize negative environmental impacts. It aims to satisfy consumer needs using limited resources sustainably. The term emerged in the late 1980s as ecological concerns grew. Marketers have power to design cleaner products and restore the environment. Green marketing is important because resources are limited but demands are unlimited. It allows companies to use resources efficiently while satisfying customers and achieving profits. Major companies now use green strategies like modifying the 4 Ps of marketing. Green marketing benefits firms through customer satisfaction, social acceptance, and cost savings while improving the environment.
KFC and other companies are switching to more eco-friendly packaging. KFC is now using recyclable and biodegradable paper wrapping for some products instead of cardboard. McDonald's and Pizza Hut are also using packaging with higher amounts of recycled materials to be more environmentally friendly. While paper packaging has benefits like being light, inexpensive, and allowing for printing, it can cause environmental issues if not disposed of properly, as the biodegradable materials may release methane as a greenhouse gas during decomposition. Companies are working to use more sustainable packaging options.
This document discusses green marketing strategies and challenges. It outlines some of the key barriers to buying green products, including lack of knowledge about green options, perceptions about lower quality or performance, mistrust of "greenwashing", higher prices, and limited availability of truly green products. It also provides five truths about green marketing, such as a lack of focus on the product benefits and a tendency to rely on green positioning as the main strategy. Finally, it offers five ways to be honest in green marketing, like focusing on short-term benefits, avoiding presenting oneself as an educator if not a top brand, emphasizing transparency, keeping messaging simple and direct, and avoiding premium pricing for green options.
Companies today, move towards green as the consumers are concerned about the natural surroundings. Natural environmental influence our day-today lives in many ways, yet only few academics have discussed green issues in Sri Lankan context. Hence, this paper is an attempt to investigate the consumers purchasing behavior and attitudes towards eco-friendly fast moving consumer goods (FMCG) with special reference to cosmetics &personal care products.
This document provides an overview of green marketing. It defines green marketing and discusses its positive and negative aspects. It also outlines some common problems with green marketing strategies and provides definitions of key terms. Additionally, it discusses green marketing adoption by firms and different green marketing strategies companies can take, from passive to aggressive approaches. The document concludes that while firms play a role, ultimate responsibility lies with consumers being willing to pay more for environmentally friendly options.
Green marketing is the marketing of products that are environmentally safe. The document discusses the history, definition, evolution and strategies of green marketing. It provides examples of top companies that have adopted green marketing like LG, Samsung, TCS and ONGC. Green marketing faces challenges due to higher costs but provides benefits like sustained long term growth and competitive advantage. The document concludes that green marketing covers more parameters than typical marketing and supports environmentally friendly activities.
Green marketing involves promoting products as environmentally friendly. It includes product modifications, changes to production and packaging processes, and adjusting advertising. Green marketing incorporates recycling, efficient products, and environmentally responsible packaging into the marketing mix of product, price, place, and promotion. Many large companies have implemented green marketing strategies for various products to appeal to environmentally conscious consumers and promote sustainability.
The document discusses green marketing from a research perspective and provides an overview of green marketing concepts including the stakeholders, top green brands in India, key takeaways from green marketing, the green market size in the US, and proposes a research perspective on the effect of an octagonal green marketing mix model on LOHAS and LOVOS consumer segments. It also outlines a proposed methodology and timeline for a research study on green marketing.
Green marketing involves promoting products and services based on their environmental benefits. It requires that production processes be environmentally friendly, compatible with company goals, and satisfy customer needs. Green marketing emerged in the late 1980s and evolved from an ecological focus to emphasizing clean technology and sustainable development. It has grown due to increasing environmental concerns among consumers and recognition by companies that going green provides competitive advantages. However, some companies engage in "greenwashing" by overstating their environmental friendliness. Major companies now using green marketing include Coca-Cola, Disney, McDonald's, Xerox, and Canon.
The document discusses green marketing, defining it as the marketing of products presumed to be environmentally safe. It outlines the evolution of green marketing from ecological to environmental to sustainable phases. Key aspects of green marketing like its importance, characteristics, top green companies, and the four P's (product, price, place, promotion) are examined. Examples are given of companies adopting green marketing methods like using solar energy (Starbucks) and recycled materials (Apple).
The document discusses green marketing and provides examples. It defines green marketing as marketing products and services that are presumed to be environmentally safe. It then gives characteristics of green products and discusses the need for green marketing from both business and consumer perspectives. The document also outlines some challenges in green marketing and provides strategies companies can take to effectively market green products. Finally, it analyzes trends in green marketing in India and provides cases of companies adopting green marketing strategies.
This document discusses sustainable packaging and emerging technologies. It notes that flexible packaging has replaced rigid systems and reduced costs. Companies are joining the green movement to promote themselves and increase margins. Emerging technologies like oxo-biodegradable and hydro-biodegradable additives help reduce environmental impacts and can lower costs. While these solutions have higher costs now, technology improvements will make biodegradability a major part of packaging in the future. Businesses that commit to sustainable practices will see reduced costs and increased revenue and customer loyalty.
In recent years, concern about the environment has been highlighted in many areas of life. People are trying to reduce their impact on environment. It has been seen that the people are shifting more towards eco-friendly product. Organizations and company have seen this change in consumer attitude and are trying to gain an edge in the competitive market by exploring the concept of Green marketing. In the modern era of globalization, it has become a challenge to keep the consumers in fold and even keep our environment safe. Most of the companies avoid environment aspect while achieving consumer folds. But if a company wants to sustain in market it has to keep in mind the importance of environment and its safety. In this research paper, main focus is on concept, need and importance of green marketing. Data has been collected from websites, books; journals etc. The paper describes the concept of green marketing, current scenario of green marketing in India and challenges in implementing green marketing concept.
This document discusses the concept of green marketing. It defines green marketing as marketing products and services that are environmentally friendly. It discusses why green marketing is important due to growing consumer awareness about environmental issues. It also outlines some of the challenges in green marketing, such as the need for standardization and that it is still a new concept for many. The document provides examples of green products and characteristics. It concludes by discussing some golden rules for green marketing and providing examples of companies adopting green marketing strategies.
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.
A STUDY ON CUSTOMER PERCEPTION OF GREEN MARKETINGErica Thompson
This document discusses a study on customer perceptions of green marketing. It analyzes primary and secondary data from a survey of 80 consumers. The study finds that most customers (82%) are aware of green products but less than two-thirds are willing to pay more for them. While 61% of customers are satisfied with green products, 39% are not. The objectives of the study are to examine why companies adopt green marketing and to analyze customer awareness, willingness to pay more, and satisfaction levels. The document also provides examples of successful green marketing initiatives by companies like introducing CNG buses in Delhi and HP's energy reduction goals.
Green Movement is transforming into the mainstream articulation of the current business world.
Over the world, associations are making green strategies and hence are moving toward working up a low
carbon scene. Retailing is as old as business
Eco-Friendly Manufacturing and Packaging & Eco-Friendly BusinessJithin Omanakuttan
This document discusses various topics related to eco-friendly business practices, including eco-friendly manufacturing, packaging, marketing, and initiatives. It defines key terms like cradle-to-cradle design, green festivals, and environmental choice programs. The document encourages incorporating sustainability into business operations to help the environment while benefiting the bottom line.
This document discusses green marketing and provides guidelines for companies. It begins by defining green marketing as marketing activities that generate exchanges to satisfy human needs with minimal environmental impact. It then provides 25 golden rules for green marketing, such as knowing your customers, being genuine and transparent, educating customers on environmental issues, and considering pricing and accessibility. The document emphasizes that green products should meet customer expectations for quality, performance and value. It also discusses reasons why firms have increasingly adopted green marketing approaches, such as opportunities to gain competitive advantages, government pressure from regulations, competitive pressure from other firms, and a sense of social responsibility.
Toward Closing The Loop For Bottled Beverages: Nestle Waters, WM-Green Ops, M...Sustainable Brands
This document summarizes a collaboration between Nestlé Waters North America, WM-Green Ops, McDonough Braungart Design Chemistry, and Greenopolis to create a closed-loop recycling system for plastic water bottles. The system includes a brand called re-source made with 25% recycled plastic, in-store recycling programs at Whole Foods Markets, consumer education and rewards for recycling, and building infrastructure to process recycled bottles into new products. The collaboration aims to demonstrate the value of recycling and change consumer behavior to increase recycling rates in the US.
The document discusses how going green is good for business. It argues that green practices can save businesses money through reduced energy and water usage, help improve corporate image, and attract higher quality employees. Some key points made include that energy audits can identify ways to cut costs, sustainable buildings require less spending on utilities, and green companies have an advantage in recruiting and retaining employees who want to work for environmentally responsible businesses.
This document discusses green procurement and hazardous materials. It begins by outlining what green procurement means and how companies can define ecological criteria for purchasing. It then discusses how green procurement is the first step towards cleaner production and avoidance of waste and emissions. Several examples are provided of how green procurement has helped companies reduce environmental impacts and costs through measures like substituting materials. The document emphasizes that green procurement should consider the full life cycle of products from raw material extraction to disposal.
The document discusses green marketing strategies for products. It outlines the 7 Ps of marketing - product, price, promotion, placement, people, process, and physical evidence. For each P, it provides considerations for marketing green products in an environmentally friendly way. It also discusses the potential for "greenwashing", or making misleading environmental claims, and outlines the six main sins of greenwashing according to TerraChoice - hidden trade-offs, no proof, vagueness, irrelevance, lesser of two evils, and fibbing. Real-world case studies of companies like Innocent Smoothies, Sheep Poo Paper, and Ecover are also examined.
Green marketing is the marketing of products that are presumed to be environmentally safe. It involves generating exchanges that satisfy human needs and wants with minimal detrimental impact on the environment. Green marketing has evolved over time from focusing on remedying environmental problems to developing clean technologies and promoting sustainability. It aims to protect consumer welfare and the environment through the production, consumption, and disposal of eco-friendly products. Many companies in India have adopted green marketing strategies such as using renewable energy, reducing waste, and creating environmental management policies.
Mr project(attitude towards eco products)subho1988
The document reports on a study conducted to examine consumer attitudes towards eco-friendly products sold at Dilli Haat market in New Delhi. The study used a questionnaire with Likert scale questions to collect data from 60 respondents split evenly between male and female. Descriptive statistics and independent t-tests were used to analyze the data and compare attitudes between male and female respondents.
Eco-Engineering The Grass IsAlways GreenerYes, the .docxjack60216
Eco-Engineering: The Grass Is
Always Greener
Yes, the title of this chapter has a dual meaning. Among senior execu-tives at global corporations, eco-engineering is already seen as astrategic imperative—even though the practice of eco-engineering is
not yet clearly understood by engineers. At the same time, many companies
feel constant pressure to prove that their “green” initiatives are greener than
their competitors’, leading to an upward spiral in greenwashing.
The net result is confusion. It can be difficult for engineers, executives, and
consumers to distinguish between an environmentally responsible project and
a plain old-fashioned PR grab. If you’re an engineer who’s really interested
in making a positive environmental impact, what should you focus on? Here
are a few suggestions, based on lessons learned from the real world of eco-
engineering.
Carbon Neutrality: Good Start but Not Enough
Corporate sustainability leaders tend to be a collaborative group. They are
open to sharing ideas, swapping stories, and growing their networks of col-
leagues in other companies. And that’s a great thing, because those of us who
deal with corporate sustainability on a daily basis know we’re in uncharted
territory and that we’re all learning as we go. We understand it’s in every-
one’s best interest if the overall economy becomes more sustainable. After all,
when it comes to climate changes there aren’t winners and losers—ultimately
we’ll either all win or all lose.
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11
For example, let’s say your company magically reduces the environmental
impact of its operations to nothing so that you’re able to deliver your products
and services with no impact of any kind. But in the excitement your company
decides that you have created such a big advantage through your eco-effective-
ness that you better keep it a secret and not share your magic with anyone else.
In this case, how much better off is the world? Does erasing the impact of one
company make a big difference? Unfortunately, no.
Which brings us to the subject of carbon neutrality, the term often used to
describe the goal of corporate efforts to lessen companies’ impact on the
environment. No company can reduce its greenhouse gas (GHG) emissions to
zero, so the idea is that Organization A pays Organization B to plant trees,
increase energy efficiency, create green energy, or do something else with a
positive impact on GHG emissions, thus offsetting Organization A’s own car-
bon emissions.
Many companies have centered their environmental strategy on a goal of
achieving carbon neutrality. They are generally doing some efficiency proj-
ects, purchasing some green energy, and offsetting the rest. But we’ve been
looking at product and service lifecycles, and we know the part that’s within
your four walls may be only a small part of your overall impact. What about
your supply chain? What about your products in use at your customers’ facil-
ities? What about your products at the end of their usef ...
green marketing definition, application, benefits,challenges of green marketing, examples of green marketing, green product features and characteristics. Evolution of green marketing, reasons for adopting green marketing, green marketing mix, advantages of green marketing, problems with application of green marketing. Key to successful green marketing, initiatives taken by various organization. reasons for adopting green marketing.
Full-RAG: A modern architecture for hyper-personalizationZilliz
Mike Del Balso, CEO & Co-Founder at Tecton, presents "Full RAG," a novel approach to AI recommendation systems, aiming to push beyond the limitations of traditional models through a deep integration of contextual insights and real-time data, leveraging the Retrieval-Augmented Generation architecture. This talk will outline Full RAG's potential to significantly enhance personalization, address engineering challenges such as data management and model training, and introduce data enrichment with reranking as a key solution. Attendees will gain crucial insights into the importance of hyperpersonalization in AI, the capabilities of Full RAG for advanced personalization, and strategies for managing complex data integrations for deploying cutting-edge AI solutions.
HCL Notes and Domino License Cost Reduction in the World of DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-and-domino-license-cost-reduction-in-the-world-of-dlau/
The introduction of DLAU and the CCB & CCX licensing model caused quite a stir in the HCL community. As a Notes and Domino customer, you may have faced challenges with unexpected user counts and license costs. You probably have questions on how this new licensing approach works and how to benefit from it. Most importantly, you likely have budget constraints and want to save money where possible. Don’t worry, we can help with all of this!
We’ll show you how to fix common misconfigurations that cause higher-than-expected user counts, and how to identify accounts which you can deactivate to save money. There are also frequent patterns that can cause unnecessary cost, like using a person document instead of a mail-in for shared mailboxes. We’ll provide examples and solutions for those as well. And naturally we’ll explain the new licensing model.
Join HCL Ambassador Marc Thomas in this webinar with a special guest appearance from Franz Walder. It will give you the tools and know-how to stay on top of what is going on with Domino licensing. You will be able lower your cost through an optimized configuration and keep it low going forward.
These topics will be covered
- Reducing license cost by finding and fixing misconfigurations and superfluous accounts
- How do CCB and CCX licenses really work?
- Understanding the DLAU tool and how to best utilize it
- Tips for common problem areas, like team mailboxes, functional/test users, etc
- Practical examples and best practices to implement right away
For the full video of this presentation, please visit: https://www.edge-ai-vision.com/2024/06/building-and-scaling-ai-applications-with-the-nx-ai-manager-a-presentation-from-network-optix/
Robin van Emden, Senior Director of Data Science at Network Optix, presents the “Building and Scaling AI Applications with the Nx AI Manager,” tutorial at the May 2024 Embedded Vision Summit.
In this presentation, van Emden covers the basics of scaling edge AI solutions using the Nx tool kit. He emphasizes the process of developing AI models and deploying them globally. He also showcases the conversion of AI models and the creation of effective edge AI pipelines, with a focus on pre-processing, model conversion, selecting the appropriate inference engine for the target hardware and post-processing.
van Emden shows how Nx can simplify the developer’s life and facilitate a rapid transition from concept to production-ready applications.He provides valuable insights into developing scalable and efficient edge AI solutions, with a strong focus on practical implementation.
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
Programming Foundation Models with DSPy - Meetup SlidesZilliz
Prompting language models is hard, while programming language models is easy. In this talk, I will discuss the state-of-the-art framework DSPy for programming foundation models with its powerful optimizers and runtime constraint system.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slackshyamraj55
Discover the seamless integration of RPA (Robotic Process Automation), COMPOSER, and APM with AWS IDP enhanced with Slack notifications. Explore how these technologies converge to streamline workflows, optimize performance, and ensure secure access, all while leveraging the power of AWS IDP and real-time communication via Slack notifications.
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-und-domino-lizenzkostenreduzierung-in-der-welt-von-dlau/
DLAU und die Lizenzen nach dem CCB- und CCX-Modell sind für viele in der HCL-Community seit letztem Jahr ein heißes Thema. Als Notes- oder Domino-Kunde haben Sie vielleicht mit unerwartet hohen Benutzerzahlen und Lizenzgebühren zu kämpfen. Sie fragen sich vielleicht, wie diese neue Art der Lizenzierung funktioniert und welchen Nutzen sie Ihnen bringt. Vor allem wollen Sie sicherlich Ihr Budget einhalten und Kosten sparen, wo immer möglich. Das verstehen wir und wir möchten Ihnen dabei helfen!
Wir erklären Ihnen, wie Sie häufige Konfigurationsprobleme lösen können, die dazu führen können, dass mehr Benutzer gezählt werden als nötig, und wie Sie überflüssige oder ungenutzte Konten identifizieren und entfernen können, um Geld zu sparen. Es gibt auch einige Ansätze, die zu unnötigen Ausgaben führen können, z. B. wenn ein Personendokument anstelle eines Mail-Ins für geteilte Mailboxen verwendet wird. Wir zeigen Ihnen solche Fälle und deren Lösungen. Und natürlich erklären wir Ihnen das neue Lizenzmodell.
Nehmen Sie an diesem Webinar teil, bei dem HCL-Ambassador Marc Thomas und Gastredner Franz Walder Ihnen diese neue Welt näherbringen. Es vermittelt Ihnen die Tools und das Know-how, um den Überblick zu bewahren. Sie werden in der Lage sein, Ihre Kosten durch eine optimierte Domino-Konfiguration zu reduzieren und auch in Zukunft gering zu halten.
Diese Themen werden behandelt
- Reduzierung der Lizenzkosten durch Auffinden und Beheben von Fehlkonfigurationen und überflüssigen Konten
- Wie funktionieren CCB- und CCX-Lizenzen wirklich?
- Verstehen des DLAU-Tools und wie man es am besten nutzt
- Tipps für häufige Problembereiche, wie z. B. Team-Postfächer, Funktions-/Testbenutzer usw.
- Praxisbeispiele und Best Practices zum sofortigen Umsetzen
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
AI 101: An Introduction to the Basics and Impact of Artificial IntelligenceIndexBug
Imagine a world where machines not only perform tasks but also learn, adapt, and make decisions. This is the promise of Artificial Intelligence (AI), a technology that's not just enhancing our lives but revolutionizing entire industries.
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
5. INTRODUCTION
The topic of this research paper was a
result of the budding eco-design movement,
dialogue of ‘green washing’ in marketing, and
what exactly is the right thing for consumers
to buy. It was a challenge to investigate the
buying behavior of an average consumer.
The original question that was to
be answered was, ““How much does green
branding effect purchases by consumers?”
This question was originally too broad
to research and come to a conclusion. The
topic was remodeled to allow for concrete
observations to be made in order to discover
a solid answer.. “Are green branding strategies
effective in shifting consumer perceptions
and/or buying habits?”
The purposed of conducting this
reserach is to investigate and understand
this question. Through research of consumer
buying trends, contextual inquiries and on-site
observations. A lot of what was discovered
showed insight to people’s true motivations
for buying products. At the same time
knowledge of price point and the importance
of the environment in the minds of the general
public. All in all what consumers purchase has
many determining factors including trends,
convenience, attractiveness and price. All of
whcih are addressed in this paper.
5
6.
7. BACKGROUND
The attributes of a product being
considered green is an definition that is
very gray. There are many interpretations
and associations of what truly counts as
a green product. In an explanation of the
productitselfbeinggreen,oneconsidersthe
manufacturing process, biodegradability,
and its impact to the environment upon
use and disposal and packaging. The
manufacturing process includes observing
what materials are used, how far away
the materials are located and how far
they had to travel, and how efficient the
manufacturing is. A green product would
use local materials and or biodegradable
materials based off the product itself. The
further each material travels, adds to its
overall life cycle analysis and contributes to
its carbon footprint. The use of the product
also must not emit anything harmful into
the environment or hurt the environment in
any way. Also, a product is not considered
green if the product manufactured only
to be used for a short period of time and
then disposed of. It must be able to return
pack to the earth or recycled in order to
prevent it ending up in a landfill. This also
applies to the packaging of the product.
If a product is over packaged with a lot
of excess material that is thrown directly
7
8. BACKGROUND
into the garbage, this ends up hurting the
environment because of its wastefulness
of resources. Also a green product might
just be colored green to show freshness or
a specific sent or actual color. A lot of the
package design that was uncovered during
the research had a common look.
Note that these are restrictions for
a product to be completely green. This
however, is almost never the case when
looking most of the products that are
consideredgreeninthemarket.Consumers,
researchers and environmentalists
understand that all products cannot be
one hundred percent green. It is close to
impossible, but as long as it is not completely
unaware of its impact to the environment,
then it is a step in the right direction.
Another aspect of a green product is if
the company or corporation itself practices
eco-friendliness and sustainability.
There are many firms around the
worldthatmayconsidertheirproductstobe
green because of their longevity, quality, or
biodegradability, but if the infrastructure of
the business is unsustainable and hurtful to
the environment then all that is considered
void. As stated in the green product
overview, a company’s manufacturing
process is important to the greenness of
their products. There is a growing number
of large corporations in America that
have recently made movement towards a
greener business model. Recently Bank of
America implemented a internal recycling
program that saves the equivalent of more
than 200,000 trees a year, it also offers
employees who buy hybrid cars a $3,000
cash-back incentive. DuPont recently hired
aformerheadofGreenpeaceasaconsultant
who aided in reducing emissions of both
greenhouse gases and airborne carcinogens
in their manufacturing process. General
Electric and its Ecomagination product
line, such as solar panels, had sales topping
$12 billion in 2006, and has finally began
cleanup of its PCB dump in the Hudson
River. Coffee giant, Starbucks, has released
information on its “bean-to-cup” approach
that creates eco-accountability at every
stage of its supply chain, with recycled-
paper sleeves alone saving the equivalent of
78,000 trees in 2006. The organic foods
giant Whole Foods was the first major U.S.
corporation to purchase enough wind-
energy credits to offset 100 percent of its
electricityuse.Theformerbaneofthegreen
movement, Wal-Mart, now has one of the
most ambitious environmental plans of any
U.S. company, a proposal to power every
store with 100 percent renewable energy.
(portfolio) Other notable corporations are
8
9. BACKGROUND
Hewlet-Packard, Dell, Johnson and Johnson,
Intel, and IBM. (newsweek) Most of these
corporations will be discussed more in
depth in the secondary research section of
the report.
One final aspect of the green
consumer goods movement is its deviation
from organic products. The difference is
simple, organic defines the way the product
is grown and processed while green refers
only to the impact of something to the
planet. The USDA has specific standards
that a product must meet in order to be
classified as “organic”. The USDA has also
set up levels of organic that determines the
way an item is labeled. Recycling, using
recycled products, conserving energy,
and conserving water are all ways to
practice a green lifestyle. None of those are
necessarily “organic”. So while using organic
products is considered a “green” thing to do;
using green products doesn’t automatically
mean that you are using organic products.
(associatedcontent)
On top of all aspects of green
products discussed, the marketing and
advertising of these products has recently
come under fire with the emergence
of ‘green washing’. Green washing is
essentially when a company who is not
necessarily providing a green product or
practicing renewability advertises itself
as such. An example of this is a company
that designs its packaging with green
grass, sunny weather, and other symbols
associated with the planet, when in reality
their practices are hurting the environment.
In the year 2000, BP, the second largest oil
companies in the world spent $200 million
on rebranding their company changing
their logo to a green and yellow sunburst
design. BP also financed a large advertising
campaign giving BP a greener appearance
to the public, which overpowered the
voice of activists. BP even changed
their slogan to “Beyond Petroleum” to
further their greenwashing campaign.
(Thegreenlifeonline) The company though
made little strides towards lessening their
environmental impact.
9
10. BACKGROUND
The Federal Trade Commission has
guidelines on how companies may create
advertisements, campaigns, and write copy
in regards to the environment. It also states
the right to prosecute false and misleading
advertisement claims. The problem with
these guidelines is that they were not
created to be used as an enforceable
guideline but instead were intended to be
followed voluntarily. (greencleancertified)
10
13. ABSTRACT
The transition of our research
question from “How much does green
brandingeffectpurchasesbyconsumers?”
to “Are green branding strategies effective
in shifting consumer perceptions and/
or buying habits?” came naturally to
the groups after having done thorough
researchconcerninggreenadvertisement.
This new environmentalism of reducing
material usage, improving workers
welfare, as well as companies procedures
helps increase profit by becoming more
efficient creating new market and often
attracting new investors.
Nowadays, consumers’ concern
and awareness on the environment’s
dreadful conditions has encouraged
changes on the public and individual
behavior. This has led most companies
to use greenwashing in order to mislead
consumers and generate their sales. When
going green a company is conscious
that by adding this broad, but of high
importance word, “Green”, will allow
them to change consumer’s behavior
towards the “environmentally sustainable”
products they are promoting.
“Greenwashing” is the act of misleading
the public regarding the environmental
practices of a company or the
environmental benefits of a product,
service,orbusinessline. Duetothepublic’s
increased awareness of environmental
issues, including global warming,
deforestation, and the loss of endangered
species, greenwashing has become a staple
of corporations marketing efforts [1].
However, the “green” movement of
US companies has a certain twist to it. The
firms that spend the most money on public
relation trying to show that they are
making a difference in the environment
are those who pollute the most.
The paradox is that the majority of
these companies are aware of the damage
they are causing and decide to give
generous donations to environmental
non-profit organization in order to look
13
14. ABSTRACT
good in the eyes of the public. In early
2005 GE announced its $90 million
“Ecomagination” advertising campaign.
According to the company’s CEO,
“Ecomagination is GE’s commitment to
address challenges such as the need for
cleaner, more efficient sources of energy,
reduced emissions and abundant sources
of clean water.” The company said that
revenue from 70 Ecomagination products
and services would be $17 billion in 2008.
Since its inception, Ecomagination has
provided GE with countless opportunities
to reflect its corporate concern over the
environment. Arguably the whole effort
is greenwashing [1]. It’s ironic how these
companies are willing to spend millions
of dollars on ad campaigns trying to fool
the public into believing they are well
intentioned and making a change when
they can spend it on actual investments
that would result in concrete outcomes.
“Money is the language of
business. Translating environmental and
social issues into financial terms is a
vital element in motivating business to
take action.” said Jan-olaf wilum, senior
vice president of Storebrand, Norway.
It is only in recent years that more
businesses are buying environmentally
friendly technology as company’s start
adopting what is known as the “triple
bottom line” (TBL) measuring not only
how the company is doing financially, but
also regularly reporting the company’s
impact on the environment and society.
Looking carefully at the long term
profits, brand value, and sustainability of
some of the largest corporations in the
world, environmentally proactive such
as Prius, Tasla, Poland spring, Fiji, Edison
and compact fluorescent, will show the
links between non financial and financial
incentives (business ethics and company
reputation) and the strategies implemented.
This new environmentalism of reducing
material wastage and operating costs, as
well as improving workers welfare and
companies procedures, helps companies
increase their profits by becoming more
efficient, creating new markets and often
attracting new investors.
After pitching our approach to the
class as well as the professor, most of our
questions were related to information
that the companies were unwilling to
share, which led us to develop threw
constructive feedback, a new research
topic. “Are green branding strategies
effective in shifting consumer perceptions
and/or buying habits?” This new topic
research will lead us to understand
the psychology behind the different
motivation and influences that generate
the consumer’s behavioral change. More
importantly, our new research topic
examines the symbolic and conceptual
purposes a good or service creates in
addition to its basic function. Threw a
contextual inquiry process we will be able
to identify the social and psychological
impact on both mainstream and pro-
environmental consumer behavior.
14
15.
16. SECONDAYRESEARCH
“Today it suffices to just slap some
green paint on a product to call it green
”Bernard Caron, director of marketing
for the Belgian company Ecover, told AFP.
Often companies make environmental
claims without providing any publicly
available proof, which makes navigating
the growing assortment of “green” options
tricky, said Scott Case, vice president of
Terra Choice. It is obvious that by adding
“green” claims and eco-labels to your
marketing strategy you may enhance
your brand image and secure your
market share among the growing number
of environmentally concerned consumers.
But experts say every single purchase
has hidden environmental costs, whether
it be in the ingredients, manufacturing,
or disposal of the product. Moreover,
around the world, there are few legal
requirements companies must adhere to
when marketing products as green or
sustainable.Asincreasinglyeco-conscious
consumers are faced with more and more
choices, experts warn that marketing
strategiesdubbed“greenwashing”couldbe
leading them astray. “I can give you a ton
of words that mean absolutely, positively
nothing, The word natural. The word
earth-friendly. It means nothing since it’s
not legally defined. Biodegradable, except
in California, doesn’t actually carry any
weight of law” said Daniel Velez, owner
of Greater Goods.
Some time in the last year,
environmentalism became the new
plastics, and--bam--the corporate world is
on a stunning green tear. But what’s a fad
and what’s real?
According to the US chamber
of commerce the momentum for the
recent green movement came from the
theory that human-generated release of
carbon dioxide into the atmosphere was
contributing to a warming of the planet.
Theseconcernscausedsomegovernments,
16
17. SECONDAYRESEARCH
businesses, and individuals to reexamine
their own roles in the release of carbon
dioxide and to attempt to reduce their
output. However, these groups seem to
have shifted from the notion of human-
generated release of carbon dioxide to
the mantra “reduce, reuse, recycle”, which
examines efforts to conserve our natural
resources, reduce our contributions to
landfills, and reduce pollution generally.
On one hand, companies that have the
capital to invest in advertisements to
change their brand image and gain market
share have done just that by “riding the
green wave”, on the other hand small
business have been slow to embrace the
green movement for one specific reason:
its expensive with little benefits in the
short run other than the satisfaction of
feeling that you were doing your part to
help. That psychic satisfaction has value,
of course, but rarely did it outweigh
the significant costs typically associated
with going green. What is shocking, is
that saving our planet has turned into
a “good feeling of oneself” instead of a
necessity. Nonetheless there is still hope
out there, for example in 2008 The New
York Times ran a story about a guy who
installed two small wind turbines on his
roof to supply some of his power needs.
The turbines costs $10,000 each, and the
owner admitted that he wouldn’t recoup
his costs for many years, if ever, but
that he didn’t care. Few small business
owners are willing to spend significant
sums of money without any prospect of
recovering the costs.
In addition, you could argue
that using the term “going green” to
describe these initiatives has served as
an impediment to their adoption because
17
18. SECONDAYRESEARCH
of the political antagonisms that have
existed between environmentalists and
the business community. It is, in a sense,
a public relations problem. Perhaps the
business community would have been
more likely to adopt green technologies
had the movement been known as
“becoming more energy-efficient” rather
than “going green.”
On the brighter side of things,
the times, as they say, are a-changing.
With the initiatives governments have
taken in the Copenhagen summit things
seem to be headed the right direction.
Moreover, as environmental concerns
have increased and as the costs of green
technologies have come down, more and
more businesses owners--both large
and small--have begun adopting green
technologies. All the signs point to those
numbers continuing to go up in the
coming years. [3]
It might come as shocking to say that
companies such as Wal-Mart, Coca-Cola,
and Chevron are leading the way in this
resurgence of being environmentally
friendly but the following examples will
demonstrate the positive changes they’ve
made. It is obvious that a business can save
money by finding ways to spend less while
maintaining sales. By simply changing the
way it managed its enormous truck fleet
Wal-Mart was able to save $26 million per
year and eliminated the carbon dioxide
emissions equivalent to taking 18,300
passenger vehicles off the road. They
simply installed small auxiliary power
units Instead of running a truck’s engine
all night to heat or cool the cab during
mandatory 10-hour rest stops. In addition
Wal-Mart is lowering costs associated
with packaging materials. Wal-Mart now
sells only concentrated liquid laundry
detergents in North America, which has
reduced the size of packaging by up to
50 percent. They are trying to eventually
end up with no packaging waste by
investing in machines called called bailers
that recycle plastics that once would have
been discarded. And finally, another Wal-
Mart example shows how a company can
save money in the long run by buying
from a sustainable managed source.
Because most wild fisheries are managed
unsustainably, prices for Chilean sea bass
and Atlantic tuna have been soaring.
In 2006 Wal-Mart decided to switch,
within five years, all its purchases of
wild-caught seafood to fisheries certified
as sustainable.
Coca-Cola on the other hand, has
different problems in that they are largely
long-term goals. Their main issue is water.
They produce their beverage in over
200 countries that require a reliable local
supply of clean fresh water. But water
supplies are under severe pressure around
the world, with most already allocated
for human use. The little remaining
unallocated fresh water is in remote
areas unsuitable for beverage factories,
like Arctic Russia and northwestern
Australia. It can’t meet its water needs by
using other methods, such as desalinizing
18
19. SECONDAYRESEARCH
seawater since that requires expensive
energy. Most competing water use
around the world is for agriculture, which
presentssustainabilityproblemsofitsown.
“Hence Coca-Cola’s survival compels it
to be deeply concerned with problems
of water scarcity, energy, climate change
and agriculture. One company goal is to
make its plants water-neutral, returning
to the environment water in quantities
equal to the amount used in beverages
and their production. Another goal is to
work on the conservation of seven of
the world’s river basins, including the Rio
Grande, Yangtze, Mekong and Danube --
all of them sites of major environmental
concerns besides supplying water for
Coca-Cola.
These long-term goals are in
addition to Coca-Cola’s short-term
cost-saving environmental practices,
like recycling plastic bottles, replacing
petroleum-based plastic in bottles with
organic material, reducing energy
consumption and increasing sales volume
while decreasing water use” [4].
Chevron’s reason for being more
sustainable and environmentally friendly
is purely business oriented. They have a
lot to gain from adapting environmentally
friendly business practices, which is
evidence that if the real incentive, money,
is achievable company will keep the
planet healthy.
When asked how a publicly traded
company could justify to its shareholders
its expenditures on the environment,
Chevron employees and executives gave
five reasons.
“First, oil spills can be horribly
expensive: it is far cheaper to prevent
them than to clean them up. Second,
clean practices reduce the risk that New
Guinean landowners become angry, sue
for damages and close the fields. (The
company has been sued for problems in
Ecuador that Chevron inherited when
it merged with Texaco in 2001.) Next,
environmental standards are becoming
stricter around the world, so building
clean facilities now minimizes having to
do expensive retrofitting later.
Also, clean operations in one
country give a company an advantage
in bidding on leases in other countries.
Finally, environmental practices of which
employees are proud improve morale, help
with recruitment and increase the length
of time employees are likely to remain at
the company” [4].
Despite the fact that the government
could offer tax incentives, pass a cap-
and-trade legislation, and enforce tougher
standards on green advertising as well
as ensure that companies with cheap,
19
20. SECONDAYRESEARCH
dirty standards don’t have a competitive
advantage over those businesses
protecting the environment, American
businesses are going to play as much
or more of a role in our progress as the
government. And this isn’t a bad thing, as
corporations know they have a lot to gain
by establishing environmentally friendly
business practices.
20
21.
22. PRIMARYRESEARCH
After conducting secondary
research, our main focus was to construct
a survey, a “set of questions that create
a structured way of asking a large
group of people to describe themselves,
their interests, and their preferences”.
Each question was intentionally based
on a rigorous and systematic design
and execution in order to generate the
Reponses we were aiming for. They
were built through a thorough planning,
a well-considered development, and an
effective piloting.
Once the overall goals for the
survey were enumerated and analyzed
based on previous primary and
secondary research, we have written
a good number of questions that were
divided into characteristics categories,
behavioral categories and attitudinal
categories. Each question contained
one of the concepts we were trying
to investigate. Moreover, the questions
order were done as if it was a dialogue
that’s electively revealed information on
the person answering the question. In
some way this survey is like a story of a
consumer’s journey.
The essential concepts we focused
on while constructing the survey were
the two most influential characteristics of
a consumer behavior culture, which refers
to a set of basic value perception, wants
and behaviors learned by a member of
society from family or other institution;
and the social class of each individual,
measured by occupation, income and
education.
Money is one of the most crucial
and critical characteristics that affect
the consumer’s buyer behavior in the
sustainable market. Often his underlying
motive is different from his stated motive.
The price of an object influences the
consumer mind to actually purchase the
good. Moreover the economic situation
22
23. PRIMARYRESEARCH
of a consumer affects his lifestyle and
limits his spending and choice.
The way an individual perceives
an external stimulus will influence his/her
reactions. Advertisers use this sensibility
when branding a product. Their most
effective tool is the use of eye-catching
colors. Color can influence our emotions,
our actions and how we respond to
various people, things and ideas. Much
has been studied and written about color
and its impact on our daily lives. In our
case it is the very well known green color.
It symbolizes life, nature, environment,
youth, money, renewal, hope, and power.
It is a color that soothes people, reduces
pain, and makes us feel safe. Associated
with ecological values and with the
environment, green is the color of healing.
In advertizing, color is the most important
element, its use is more important than the
actual wording of the ad. The reason for
this is that colors (and graphics) capture the
consumer’s attention that causes them to
read the ad. Nowadays, people associate
the color green with the “green movement”.
Therefore, a company relies on the role of
emotionsthatwillinfluencetheconsumer’s
behavior to stimulate potential customers
to make a purchase and increase their
awareness in the marketplace. The color
green on packages creates a feeling of
consciousness and well being.
The ordering and information
provided by the questions of the final
exemplary of the survey shown below
were all thought through very carefully.
Each part give out additional and crucial
insight of a consumer’s behavior.
23
24. PRIMARYRESEARCH
Peter Lesser
Age: 26
Hometown: Concord, MA
Occupation: Free lance designer
Currently lives in: LES
Opinion on green products: Price is the most important
element of his purchase.
Nancy Brown
Age: 23
Hometown: Springfield, IL
Occupation: Sales person
Currently lives in: Williamsburg
Opinion on green products:
Really worried about the over consumption by today’s
youth but is a shopaholic herself.
24
25. PRIMARYRESEARCH
George Costanza
Age: 41
Hometown: Washington, DC
Occupation: Engineer
Currently lives in: Albany
Opinion on green products: Pretends to be fascinated
by green products but isn’t really. Also is forced to be
vegetarian by his wife
Cristi Gerlach
Age: 24
Hometown: Augusta, ME
Occupation: Writer
Currently lives in: NJ
Opinion on green products: Believes she is a true
environmentalist, and does everything she can to help
make our planet a healthier place. Vegan
25
26. PRIMARYRESEARCH
“Goinggreen”,isasocialmovement
concerning the improvements of the
state of the environment. The ecological
concept and ideas behind that movement
were adopted almost everywhere.
Most importantly, it generated changes
on the society’s individual behavior by
promoting sustainable management of
resources and the protection of the
natural environment.
By taking into consideration
that even us as consumers, have shifted
our behavior towards sustainable
product with completely different
motive behind our purchases, noting
that we don’t consider ourselves being
environmentalist. We were curious
to find out the reasons behind the
consumer’s purchases of sustainable
or non eco-friendly goods. Therefore,
we pursued our eagerness to find out
more on that subject by having a long
discussion on the consumer’s behavior,
and getting secondary research. We then
decided to take matters into our own
hands and ask through small and quick
surveys with a range of 1 to 5 questions,
the thoughts that runs into his/her mind
before purchasing any good and the
things that influenced his/her decisions.
This pre-research survey allowed us to
narrow down the things that cause the
consumesr to choose many of his/her
goods, into the three most influential
effects: income, lifestyle and branding.
After interpreting the result of the
first survey and integrating it into chart to
a better visualization of what is actually
happening, we were then able to see how
many consumers purchased sustainable
goods and what are the different motives
behind it.
Those responses helped us
determine the concepts that we were
going to investigate with more research
and when constructing the final survey.
26
27. PRIMARYRESEARCH
The first part of the survey shows all the
“characteristic category” of a consumer,
whichincludesthedemographicquestions:
Name, age, Sex, Email, Address, income?
. Such personal information allowed us
to show the accuracy of our data but
most importantly it helped us place each
person in a specific demographic profile.
The demographic profile provides enough
information about a typical member of
this group to create a mental picture of
his hypothetical aggregate and lifestyle.
The next four questions of the survey,
how would you define “Green”? Which
product would you consider green?
Why? On a scale from 1 to 5, rank each
product on how green they are? Are
considered under a knowledge category
through which we are able to measure
the expertise, and skills acquired by
the consumer through experience or
education; and his understanding and
awareness on this subject. The last
questions of the survey, which would
you choose If money was not an issue?
Why? Which product is your eye
drawn to first? Why? How would
you define going green? Combine the
concepts we are trying to investigate.
Referring to the attitudinal category
of the survey, this section will allow us
to conduct and interpret carefully our
data, which Reveals the characteristics
of the consumers behavior when faced
satisfaction, preferences, desires of a
consumer, in addition to the limits and
influence that the consumer encounters.
Name ____________ Age: under21 21-24 25-40 41-54 55+
Sex: MALE FEMALE City, State: __________________________
Occupation: ________________Email: _____________________
Income: under$15,000 $15,000-$24,999 $25,000-$44,999
How would you define “Green”?
$45,000-$74,999 $75.000-$99,999 $100,000+
______________________________________________________
______________________________________________________
Green Washing Study
DESIGN RESEARCH METHODS
Which products would you consider “green” (Circle One)
Why?
______________________________________________________
______________________________________________________
Seventh Generation Simple Green Green Works
Colgate Herbal Tom’s Natural Desert Essence
Why?
______________________________________________________
______________________________________________________
Green Works Gain Fresh Awakenings Green Mountain
If you had to buy one of these products without knowing the
price, which one would you choose? (Circle One)
50 fl. oz.
32 loads
45 fl. oz.
30 loads
32 fl. oz.
32 loads
Green Works
Gain Fresh Awakenings
Green Mountain
On a scale from 1 to 5, rank each product on how green they are
1 2 3 4 5 I Don’t Know
1 2 3 4 5 I Don’t Know
1 2 3 4 5 I Don’t Know
Not GrEEN GrEENESt PoSSibLE
Why?
______________________________________________________
______________________________________________________
Green Works Gain Fresh Awakenings
Green Mountain
Knowing the price, which one would you choose? (Circle One)
$10.99
$10.69
Green Works Gain Fresh Awakenings Green Mountain
Which would you choose if money was not an issue? (Circle One)
$11.99
Why?
______________________________________________________
______________________________________________________
Why?
______________________________________________________
______________________________________________________
Which product is your eye drawn to first? (Circle One)
How would you define “Going Green”?
______________________________________________________
______________________________________________________
THANK YOU FOR YOUR TIME!
Printed on 100% Recycled Paper
27
28. PRIMARYRESEARCH
Sex: MALE FEMALE City, State: __________________________
Occupation: ________________Email: _____________________
Income: under$15,000 $15,000-$24,999 $25,000-$44,999
How would you define “Green”?
$45,000-$74,999 $75.000-$99,999 $100,000+
______________________________________________________
______________________________________________________
Which products would you consider “green” (Circle One)
Why?
______________________________________________________
______________________________________________________
Seventh Generation Simple Green Green Works
Colgate Herbal Tom’s Natural Desert Essence
Top 5 Answers
1) environmentally friendly, sustainable
2) a lifestyle promoting the preservation of the earth natural ressources
3) the new trend in production consumption behavior
4) anything that is made to last’
5) eco conscient product
Top 5 Answers
1) color of packaging
2) it says natural
3) there are plants on it
4) herbal comes from the Earth
5) looks clean
Name ____________ Age: under21 21-24 25-40 41-54 55+
Sex: MALE FEMALE City, State: __________________________
Occupation: ________________Email: _____________________
Income: under$15,000 $15,000-$24,999 $25,000-$44,999
How would you define “Green”?
$45,000-$74,999 $75.000-$99,999 $100,000+
______________________________________________________
______________________________________________________
Green Washing Study
DESIGN RESEARCH METHODS
Which products would you consider “green” (Circle One)
Why?
______________________________________________________
______________________________________________________
Seventh Generation Simple Green Green Works
Colgate Herbal Tom’s Natural Desert Essence
14% 20% 1%
Name ____________ Age: under21 21-24 25-40 41-54 55+
Sex: MALE FEMALE City, State: __________________________
Occupation: ________________Email: _____________________
Income: under$15,000 $15,000-$24,999 $25,000-$44,999
How would you define “Green”?
$45,000-$74,999 $75.000-$99,999 $100,000+
______________________________________________________
______________________________________________________
Green Washing Study
DESIGN RESEARCH METHODS
Which products would you consider “green” (Circle One)
Why?
______________________________________________________
______________________________________________________
Seventh Generation Simple Green Green Works
Colgate Herbal Tom’s Natural Desert Essence
15% 40% 10%
Name ____________ Age: under21 21-24 25-40 41-54 55+
Sex: MALE FEMALE City, State: __________________________
Occupation: ________________Email: _____________________
Income: under$15,000 $15,000-$24,999 $25,000-$44,999
How would you define “Green”?
$45,000-$74,999 $75.000-$99,999 $100,000+
______________________________________________________
______________________________________________________
Green Washing Study
DESIGN RESEARCH METHODS
Which products would you consider “green” (Circle One)
Why?
______________________________________________________
______________________________________________________
Seventh Generation Simple Green Green Works
Colgate Herbal Tom’s Natural Desert Essence
THE RESULTS:
28
29. PRIMARYRESEARCH
Why?
______________________________________________________
______________________________________________________
Green Works Gain Fresh Awakenings Green Mountain
If you had to buy one of these products without knowing the
price, which one would you choose? (Circle One)
50 fl. oz.
32 loads
45 fl. oz.
30 loads
32 fl. oz.
32 loads
Green Works
Gain Fresh Awakenings
Green Mountain
On a scale from 1 to 5, rank each product on how green they are
1 2 3 4 5 I Don’t Know
1 2 3 4 5 I Don’t Know
1 2 3 4 5 I Don’t Know
Not GrEEN GrEENESt PoSSibLE
AVERAGE:
3.5
Don’t Know - 2%
AVERAGE:
3.5
Don’t Know - 2%
AVERAGE:
2.5
Don’t Know - 2%
Why?
______________________________________________________
______________________________________________________
Green Works Gain Fresh Awakenings Green Mountain
If you had to buy one of these products without knowing the
price, which one would you choose? (Circle One)
50 fl. oz.
32 loads
45 fl. oz.
30 loads
32 fl. oz.
32 loads
Green Works
Gain Fresh Awakenings
Green Mountain
On a scale from 1 to 5, rank each product on how green they are
1 2 3 4 5 I Don’t Know
1 2 3 4 5 I Don’t Know
1 2 3 4 5 I Don’t Know
Not GrEEN GrEENESt PoSSibLE
40%
“Looks ecofriendly”
“Packaging”
“Know the Brand”
Name ____________ Age: under21 21-24 25-40 41-54 55+
Sex: MALE FEMALE City, State: __________________________
Occupation: ________________Email: _____________________
Income: under$15,000 $15,000-$24,999 $25,000-$44,999
How would you define “Green”?
$45,000-$74,999 $75.000-$99,999 $100,000+
______________________________________________________
______________________________________________________
Green Washing Study
DESIGN RESEARCH METHODS
Which products would you consider “green” (Circle One)
Why?
______________________________________________________
______________________________________________________
Seventh Generation Simple Green Green Works
Colgate Herbal Tom’s Natural Desert Essence30%
“Looks appealing”
“Most Loads”
“Trust the Brand”
30%
“Best Ratio”
“Eco”
“Small Company”
29
30. PRIMARYRESEARCH
Why?
______________________________________________________
______________________________________________________
Green Works Gain Fresh Awakenings
Green Mountain
Knowing the price, which one would you choose? (Circle One)
$10.99
$10.69
Green Works Gain Fresh Awakenings Green Mountain
Which would you choose if money was not an issue? (Circle One)
$11.99
Why?
______________________________________________________
______________________________________________________
30%
“Only a few dollars
more, but looks eco-
friendly”
40%
“Most Loads for Money”
30%
“Most affordable”
Income: under$15,000 $15,000-$24,999 $25,000-$44,999
How would you define “Green”?
$45,000-$74,999 $75.000-$99,999 $100,000+
______________________________________________________
______________________________________________________
Which products would you consider “green” (Circle One)
Why?
______________________________________________________
______________________________________________________
Seventh Generation Simple Green Green Works
Colgate Herbal Tom’s Natural Desert Essence
Why?
______________________________________________________
______________________________________________________
Green Works Gain Fresh Awakenings
Green Mountain
Knowing the price, which one would you choose? (Circle One)
$10.99
$10.69
Green Works Gain Fresh Awakenings Green Mountain
Which would you choose if money was not an issue? (Circle One)
$11.99
Why?
______________________________________________________
______________________________________________________
40%
“Seems to be best for the
environment”
40%
“More for Less”
20%
“All Natural/Organic””
Name ____________ Age: under21 21-24 25-40 41-54 55+
Sex: MALE FEMALE City, State: __________________________
Occupation: ________________Email: _____________________
Income: under$15,000 $15,000-$24,999 $25,000-$44,999
How would you define “Green”?
$45,000-$74,999 $75.000-$99,999 $100,000+
______________________________________________________
______________________________________________________
Green Washing Study
DESIGN RESEARCH METHODS
Which products would you consider “green” (Circle One)
Why?
______________________________________________________
______________________________________________________
Seventh Generation Simple Green Green Works
Colgate Herbal Tom’s Natural Desert Essence
30
31. PRIMARYRESEARCH
Why?
______________________________________________________
______________________________________________________
Which product is your eye drawn to first? (Circle One)
How would you define “Going Green”?
______________________________________________________
______________________________________________________
THANK YOU FOR YOUR TIME!
Printed on 100% Recycled Paper
45%
8%
2%
30% 5
Why?
______________________________________________________
______________________________________________________
Which product is your eye drawn to first? (Circle One)
How would you define “Going Green”?
______________________________________________________
______________________________________________________
THANK YOU FOR YOUR TIME!
Printed on 100% Recycled Paper
Top 5 Answers
1) using eco-friendly products and lessening your impact on the plant
2) recycling and concerving energy
3) respecting the environment
4) being sustainable
5) ecologically responsible
31
32.
33. CONCLUSION
This research has concluded
that green branding strategies have had
an impact on consumers’ perception
since there is a massive supply answer
a demand. Moreover, our fieldwork
showed us that most people are aware of
the green washing but would still choose
the product that sounds or looks more
eco-friendly. This movement’s growth
has been simulated by a widespread
acknowledgment that by simply adding
the word “green” a company’s image
would improve in the eyes of the public
as well as gain market share by reaching
out to consumers who are aware of
the ecological crisis of our planet.
Nonetheless, there are corporation who
are trying to make a sincere difference
in the environment, and some may argue
that they’re doing it for the wrong
reasons (financial incentive) but at least
they found a way to make money and
reduce their effect on the world.
It is understandable that no one,
or maybe a few exceptions would
change the way they function to a more
sustainable one if it’s not a lucrative one.
In order for there to be a dramatic
shift in the way we produce, sell, and
buy our products the government should
play a bigger role by implementing strict
and precise rules for the manufacturers
and advertisers. Furthermore, as
environmental concerns have increased
and as the costs of green technologies
have come down, more and more
businesses owners--both large and small-
-havebegunadoptinggreentechnologies.
All the signs point to those numbers
continuing to go up in the coming years.
33
34.
35. WORKSCITED
Difference Between Organic
Associated Content
http://www.associatedcontent.com/article/1008646/what_is_the_difference_between_organic.html
11 Green Companies
Porfolio.com
http://www.portfolio.com/news-markets/national-news/portfolio/2008/02/19/11-Green-Companies/
Best Green Companies
Times Online
http://business.timesonline.co.uk/tol/business/related_reports/best_green_companies/
Green Ranking
Newsweek
http://greenrankings.newsweek.com/
Beware the great ‘greenwashing’ con, experts warn By Erica Berenstein (AFP) Dec 4, 2009
US Chamber Small Business Nation
http://www.uschambersmallbusinessnation.com
New York Times
http://www.nytimes.com/2009/12/06/opinion/
35
36. THE END
Green Washing
A Study of Consumer
Buying behavior in
conjunction with
‘Green Branding’
Conducted By:
Alex Levin
Omar Naccache
Tina Tchamitchian
Design Research Methods
Parsons School of Design