Green Marketing: Opportunity for Innovation -2/E.

Since the first edition of green Marketing was published in 1993, green shoping has virtually disappered from newspaper headlines, and “the environment” has been displaced from the top of the public’s worry list by such other pressing issues as crime, drugs, the economy, and AIDS. However, such developments do not mean that consumers no longer care about the enviromental impactof the products they buy. A peek inside voting booths, shopping carts, and recycling bins will prove that people are acting upon their environmental concern now more than ever

The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

Green products have been around since the 1970s, but it\u27s only in recent years that they\u27ve become ubiquitous. That\u27s because savvy green marketers are no longer targeting "deep green" consumers with a "save the planet" pitch. Instead, they\u27re promoting the added value their products provide: better health, superior performance, good taste, or cost-effectiveness. In this innovative book Ottman argues that emphasizing primary benefits -- the New Rules -- is critical to winning over the mainstream consumer. Drawing on the latest poll data and incorporating lessons learned from her clients and other leading sustainable brands -- including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart -- Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers such topics as spurring innovation through a proactive approach to sustainability, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of "greenwashing," teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more. The New Rules of Green Marketing captures the best of Ottman\u27s two previous groundbreaking books on green marketing and places it within a 21st Century context. Focusing on a new generation of marketers who likely grew up with an appreciation for sustainability, it provides in one place essential strategies, tools, and inspiration for connecting effectively with mainstream consumers

Moderating Unintended Pollution: The Role Of Sustainable Product Design

As we enter the 21st century, a well-documented scenario of pervasive ecosystems degradation has emerged as a political-social issue of global proportions. This general decline in ecosystems quality is linked to marketing as follows: marketing strategies facilitate consumption, which includes processes such as product manufacturing, distribution, and consumer use. These processes involve conversions of natural capital/ resources, and all conversions generate waste-the antecedent to pollution. The outcome is designated as an unintended consequence of marketing because the decision-making processes that underlie marketing strategy formulation generally fail to recognize ecosystems impact as a standard decision influence. The purpose of this paper is to demonstrate how sustainable product design can counter ecosystems degradation. Because the natural capital conversions that underlie product making are the source of the waste that is polluting ecosystems, it makes sense that engaging in sustainable product design initiatives that moderate this circumstance is a major and actionable solution to the problem. © 2002 Elsevier Inc. All rights reserved

[[alternative]]A study of consumer purchase intention toward green cosmetics : a perspective of AIDA model

碩士[[abstract]]隨著民眾的生活水準提升與對自己外在觀感的逐漸重視，美妝保養品由過去的奢侈品轉變為現在大部分民眾生活中的必需品，加上近幾年來消費者環保意識的提升，對於環境永續議題逐漸重視，促使各個產業爭相發展綠色相關產品，綠色美妝保養品也在此趨勢下開始發展。據此，本研究將針對台灣消費者對綠色美妝保養品之相關消費者行為進行探究。 而本研究目的在於探討消費者對色美妝保養品之購買意願是否依循AIDA模式傳統路徑，及注意、興趣、慾望對於購買意願的直接影響力。 本研究以SPSS22.0版及LISREL8.7版作為分析工具。 經結構方程模式分析驗證本研究之研究假說，得出以下結論： 一、台灣消費者對於綠色美妝保養品的購買決策過程會依循AIDA模式之傳統路徑。 二、在台灣的綠色美妝保養品市場中，慾望是重要的中介角色，且注意及興趣對購買意願無直接顯著的影響力。[[abstract]]With the improvement of people''s living standards and the gradual attention of their visual perception, cosmetics become necessities from luxury goods for most people. Nowadays, with the improvement of consumer awareness of environmental protection and sustainability. Various industries have developed green products. And green cosmetics have been developed at the same time.Therefore, this study will investigate consumers’ behavior of green cosmetics in Taiwan market. The purpose of this study is to investigate consumers’ purchase intention toward green cosmetics whether would follow the traditional AIDA model or not and the influences of attention, interest and desire toward purchase intention. This study used SPSS22.0 and LISREL 8.7 as the data analysis software. There are two findings from the study: (1) Consumer''s purchase intention toward green cosmetics will follow the traditional AIDA model. (2) Consumers’ desire toward the green cosmetics market in Taiwan has mediation effect, while Attention and Interest have no direct influence on the purchase intention.[[tableofcontents]]目錄 目錄 I 表目錄 IV 圖目錄 VI 第一章 緒論1 第一節 研究背景1 第二節 研究動機3 第三節 研究目的4 第四節 研究範圍及對象4 第五節 研究流程5 第二章 文獻回顧6 第一節 綠色美妝保養品之定義與發展概況6 一、綠色美妝保養品之定義6 二、綠色美妝保養品之認證標章及相關規範8 三、綠色美妝保養品之發展概況10 第二節 反應層級模式11 一、認知、情感、行為三階段12 二、AIDA模式（AIDA model）15 三、效果層級模式(Hierarchy-of-effects model)15 四、創新採用模式（Innovation-adoption model）15 第三節 AIDA模式16 一、注意之定義18 二、興趣之定義19 三、慾望之定義20 四、行動之定義21 五、AIDA模式之相關研究23 第四節 綠色美妝保養品之相關研究25 第三章 研究設計27 第一節 觀念架構27 第二節 研究假說28 一、注意、興趣、慾望及購買意願間之關係28 二、注意及興趣對購買意願間之直接關係28 第三節 研究變數之操作性定義與衡量項目30 一、注意30 二、興趣31 三、慾望32 四、購買意願33 第四節 研究數計34 一、問卷設計34 二、問卷發放與回收情況34 第五節 資料分析方法35 一、敘述性統計分析35 二、結構方程模式分析36 第四章 資料分析與結果40 第一節 敘述性統計分析40 一、綠色美妝保養品之認知情形40 二、基本資料分析46 第二節 結構方程模式分析52 一、本研究之結構方程模式52 二、本研究之整體配適度評估56 三、衡量模式之評估57 四、研究假說與驗證結果59 第五章 研究結論與發現63 第一節 研究結論63 第二節 研究發現65 第三節 研究限制與未來建議67 第六章 參考文獻68 一、中文參考文獻68 二、英文參考文獻71 附錄—研究問卷78   表目錄 表2-1 綠色美妝保養品相關之定義彙整表7 表2-2國際綠色驗證標章彙整表8 表2-3反應層級模式（Response hierarchy models）11 表2-4 AIDA模式之相關及延伸模式16 表2-5注意之定義彙整表18 表2-6興趣之定義彙整表19 表2-7慾望之定義彙整表20 表2-8行動之定義彙整表21 表2-9購買意願之定義彙整表22 表2-10 AIDA模式之相關研究23 表2-11綠色美妝保養品之相關研究25 表3-1研究假說彙整表29 表3-2注意之操作性定義及衡量項目30 表3-3興趣之操作性定義及衡量項目31 表3-4慾望之操作性定義及衡量項目32 表3-5購買意願之操作性定義及衡量項目33 表3-6問卷回收情況34 表3-7 LISREL各參數符號說明37 表3-8 整體模式之配適度指標38 表4-1 受試者所知道的綠色美妝保養品分佈情形41 表4-2 受試者之綠色美妝保養品使用經驗分佈情形42 表4-3 使用者有使用過的綠色美妝保養品之品項分佈情形43 表4-4 使用者最常使用過的綠色美妝保養品之品項分佈情形44 表4-5 使用者最常使用的綠色美妝保養品分佈情形45 表4-6 有效樣本之性別分布情形46 表4-7 有效樣本之年齡分布情形47 表4-8 有效樣本之教育程度分佈情形48 表4-9 有效樣本之婚姻狀況分佈情形49 表4-10 有效樣本之職業分佈情形50 表4-11 有效樣本之每月個人所得分佈情形51 表4-12 線性結構模式之參數說明54 表4-13 整體配適度衡量結果56 表4-14 衡量模式之評估58 表4-15 整體之研究假說驗證結果59 表4-16 整體路徑結果效果分析62 圖目錄 圖1-1研究流程圖5 圖2-1標準學習層級13 圖2-2標準學習層級13 圖2-3標準學習層級14 圖2-4標準學習層級14 圖3-1觀念架構圖27 圖4-1本研究整體模式之線性結構分析圖53 圖4-2本研究之路徑結構關係圖61[[note]]學號: 605550028, 學年度: 10

The marketing future beyond the limits of growth

This review constructs a broad and deep appreciation of what marketing scholars need to understand about economic growth, consumption, and quality of life, not as a problem of how to enhance marketing effectiveness and extend its reach, but rather one of how to focus (or limit) within the specific context of a better-not-more life goal and finite resource budget. The essay synthesizes concise reviews of recent books and finds implications for revisions to marketing and macromarketing principles and practices