ISM AND ISEG MBA - Développement durable

answered that he does not trust Green companies at all. Moreover, 26.67% of the people
questioned tend reacted positively to this new trend against 20% who do not really trust it.
Consequently, almost 80% (52% + 27%) of the people questioned tend to have confidence in
Green companies.
Nevertheless, for the tenth and last question, only 40% of the people questioned were able to give
an example of a Green Communication Campaign.
It is seen from the above graph that government campaigns and the campaigns of Suez have been
the most memorable campaigns with 8.33% of answers. Then follows the automotive industry
campaign and in particular their communication about hybrid engines which are considered less
polluting. The other campaigns include the brand Innocent drinks, Veolia, Areva and movies
based on the evolution of the planet.
There are also the NGO campaigns from Greenpeace and WWF, and the campaign against the
use of animals for product testing.
Finally, the less memorable campaigns concern the distribution chains of Leclerc and Carrefour.
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