Beruflich Dokumente
Kultur Dokumente
June 2010
opportunity that can be used to achieve its objectives [Keller 1987, Shearer 1990]; 2. Organizations believe they have a moral obligation to be more socially responsible [Davis 1992,Freeman and Liedtka 1991, Keller 1987, McIntosh 1990, Shearer 1990]; 3. Governmental bodies are forcing firms to become more responsible [NAAG 1990]; 4. Competitors' environmental activities pressure firms to change their environmental marketing activities [NAAG 1990]; and 5. Cost factors associated with waste disposal, or reductions in energy and material usage forces firms to modify their behavior [Azzone and Manzini 1994].
OPPORTUNITIES
A 1994 study in Australia found that 84.6% of the sample believed all individuals had a responsibility to care for the environment. A further 80% of this sample indicated that they had modified their behavior, including their purchasing behavior, due to environmental reasons [EPA-NSW 1994]. As demands change, many firms see these changes as an opportunity to be exploited.
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85% 69%
More needs to be done to curb air and water pollution in our country
14
73%
Replace paper financial statements with electronic Access online pub instead of print version Replace paper utility statement with electronic Switch to electricity based on clean/renewable resources
Telecommute
80%
Weather station
Eco-Friendly Home
18
Key Questions
Who is driving the green movement? What is the role of innovativeness (if any) in driving the movement?
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Another 2 out of 10 Green Tech Followers are deeply committed to green issues and view technology as playing a role
10% 18%
Green Tech Leaders Green Tech Followers Tech Savvy Green Sympathizers Enviro-Friendly Skeptics Nave Consumers
7% 22%
12% 31%
Source: National Technology Readiness Study, Rockbridge Associates, December 2007
Anti-Greens
20
Nave Consumers
Anti-Greens
Important to be green Early Adopters Technology can save us Green gadgets are cool Like trying new green tech Do research and influence others on green products Like doing business with green companies Green is good for the wallet
work PC use home networks high-speed home Internet access Internet on the go
Adamant about protecting the environment People must reduce their impact on the environment Green gadgets are fun Like trying new green technologies Research green products Like dealing with green cos. Green is good for the wallet
Older Female Higher home ownership rates Lower incidence of cell-only households Spend fewer hours online Lower web presence
23
26
I resent companies that say they care about the environment but don't mean it
56% 56%
Enviro-Friendly Skeptics
Nave Consumers
Anti-Greens
32%
33%
EnviroFriendly Skeptics
Nave Consumers
Anti-Greens
To Sum It Up
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To Sum It Up
Consumers care about the environment, even if some are only joining the bandwagon to be PC
Embracing technology and being green are not mutually exclusive ideologies
When marketing green products and services, focus on the following messages:
Your company cares about the environment (and you have to back this up with actions that show it) If we all work together, we can have an impact Your product is environmentally conscious Buying your product will not only help the environment, it is good for the consumers wallets
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Questions?
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