ISM AND ISEG MBA - Développement durable

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under the Max Havelaar Label has just started to increase (french yearly per capita sales of this Label in 2002 were 0.4€) c. Accepting to pay Usually consumers are prepared to pay a premium price for products which guarantee to be less polluting or more ethical. Unfortunately quantifying this statement is not easy. According to a survey 18 conducted in 2001, 91% of all american consumers would be willing to change brands for ecological reasons, provided that product price and quality were unchanged (against 76% in 1997 and 66% in 1993). 3. Survey To understand how consumers view Green Marketing and sustainable development, the author conducted a survey by way of a questionnaire, the object of which was to respond to the following questions: What is the profile of the population surveyed? Are these people sensitive to environmental problems? Which ones? Are they sensitive to a Green Marketing campaign? Do they consume in a responsible way? What level of sacrifice are these people ready accept for the environment? To provide an answer to these points, the author drew up a questionnaire of 10 points concerning the habits of the french population; this was divided into four sections. The first section concerns questions 1 and 2, and yields a greater understanding of the respondent's profile. 18 2002 Cone Corporate Citizenship Study ; 1997 Cone/Roper Cause Related Marketing Trends Report ; Cone/Roper Study, 1993/94 78
The second section relates to questions 3, 4 and 5 and explores the respondent's knowledge of Green Marketing and the sustainable development. The third part (questions 6, 7 and 8) determines the level of sacrifice the respondent is willing to accept on behalf of environmental causes. The fourth and last part (questions 9 and 10) serves to indicate whether the company Green Marketing campaigns is likely to have a positive impact on the consumer. The profile of the people questioned The questionnaire was accessible on Internet thanks to the website “Sphinx online”. The questionnaire was answered by 60 men and women living in various regions of France. Q1 Age Grade Less than 25 Between 25 and 39 Between 40 and 59 More than 60 Number of people 41 5 11 3 79
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ISM AND ISEG MBA Green Marketing Ho
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4. Product review .................
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Introduction Hardly a day passes wi
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Part I: Green Marketing and sustain
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give a human approach. This serves
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Triple Bottom Line is the name give
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It was in the 1970's that ecologica
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Note that social and environmental
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Ecological viability: a project is
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The model is constructed from a thr
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considered to fundamentally include
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There are several types of limit. F
Page 25 and 26:
The selling price can also prove to
Page 27 and 28: Part II: Marketing Mix Today, custo
Page 29 and 30: ecologically sensitive business pra
Page 31 and 32: a. New product concepts These new c
Page 33 and 34: Life cycle of a Green Product The a
Page 35 and 36: Eco conception is depicted by the f
Page 37 and 38: New terminology includes such phras
Page 39 and 40: Numerous conceptual innovations fol
Page 41 and 42: environmental impact of a product?
Page 43 and 44: A dynamic market for eco-labeled pr
Page 45 and 46: The ISO 14000 family ISO14000 compr
Page 47 and 48: The ISO 14020 series As part of its
Page 49 and 50: Under the ISO scheme initiatives ar
Page 51 and 52: Third, the companies have to exploi
Page 53 and 54: The progression reflects the increa
Page 55 and 56: The companies can add sustainable a
Page 57 and 58: the company would be called to deal
Page 59 and 60: Consequently, whatever the type of
Page 61 and 62: just by turnover. Some companies ev
Page 63 and 64: Benetton team which founded their a
Page 65 and 66: Certainly there exists a risk that
Page 67 and 68: To succeed in Green Communication,
Page 69 and 70: Internal communication related to s
Page 71 and 72: Type of company Goal sought by the
Page 73 and 74: A commitment must be made to contin
Page 75 and 76: Part III: The consumer 1. The actor
Page 77: company should not be underestimate
Page 81 and 82: Consequently people responding to t
Page 83 and 84: Q5 Most worrying problems Responses
Page 85 and 86: However, companies have to take gre
Page 87 and 88: answered that he does not trust Gre
Page 89 and 90: As put forward earlier, employees h
Page 91 and 92: Measures taken to reduce paper cons
Page 93 and 94: Part V: Weleda: A company heavily i
Page 95 and 96: Weleda’s marketing strategy is to
Page 97 and 98: 1993 Construction of a new product
Page 99 and 100: There are three criteria which dist
Page 101 and 102: c. Medications All Weleda medicamen
Page 103 and 104: smooth functioning of the system by
Page 105 and 106: Weleda employs specialists who are
Page 107 and 108: Conclusion Concern for the environm
Page 109 and 110: Bibliography Books: Cathelat, B. &
Page 111 and 112: Appendixes Appendix 1: Questionnair
Page 113 and 114: Appendix 2: Answers Q1 Q2 Q3 Q4 Q5
Page 115 and 116: moins de 25 ans de 25 à 39 ans moi
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ISM AND ISEG MBA - Développement durable

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