Abstract
Today' s environmental concerns are more complex, far-reaching and
interconnected than those of the past, and the Internet provides a powerful
forum for corporations, marketers, policymakers and average citizens to engage
in active conversations about how to approach the issues.
The Green Online report explores the many ways the Internet is having
an impact on environmental issues.
As an example of how green marketing is playing online, the We Campaign, an
environmental awareness project launched by former Vice President Al Gore, has
allocated a substantial portion of its projected $300 million budget toward
online advertising.
Retailers (Wal-Mart and Home Depot), technology companies (Apple and HP) and
packaged-goods manufacturers (Unilever and Procter & Gamble) are experimenting
with large-scale environmental programs and road-testing them on the Web.
Consumers who are on the receiving end of corporate green marketing efforts
are using blogs and discussion forums to dissect and discuss marketers' claims.
Key questions the “Green Online” report answers:
- How has green online marketing evolved?
- How does the current wave of environmental marketing differ from the one
in the 1970s?
- How are Internet users expressing their support - and skepticism - of
corporate environmental efforts?
- How are companies using the Web to promote environmental initiatives?
- And many others.....
eMarketer Reports - On Target and Up to Date
The Green Online report aggregates the latest data from marketing and
communications researchers with eMarketer analysis to provide the information
you need to make smart, accurate business decisions.
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