Corporations - environmental policies (going to the...

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Corporations
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Green Marketing Goals Product promotion Image enhancement Image repair
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Green Product Advertising Frames Nature as backdrop Nature as product (i.e. made from all natural ingredients) Nature as outcome (good for the environment)
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Eco-Labeling How well does it work as a marketing strategy? How much difference does it make to the environment? Misleading labels?
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Image Enhancement “Greenwashing”- “disinformation disseminated by an organization so as to present an environmentally responsible image” Highlighting responsible practices
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Corporate Image Repairs How well does it work? How sincere, how much effort? Failure example: Exxon oil Success example: Chiquita bananas
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“3 Bites of the Apple” Strategy Lobby against legislation that restricts production Weaken any legislation that can’t be defeated Attempt to subvert the implementation of
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Unformatted text preview: environmental policies (going to the bureaucracies) First and Second Bites • Lobby key legislators • Issue ads- meant to change public opinion and frame the Third Bite- Subversion Clean Water Act forbids dumping mining waste into streams Mining Association convinced EPA to change wording from mining debris as “waste” to legally acceptable “fill” Corporate Response to Environmental Criticism Control the definition of the issue (limited scope, etc) Some form remedy, and symbolic reassurance to public “Legitimating ” – bring in the experts SLAPPs Strategic Litigation Against Public Participation “Lawsuits against citizens who communicate with their local governments or media “(Cox) Usually dismissed because of First Amendment rights...
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This note was uploaded on 02/06/2012 for the course POL 223 taught by Professor Aldrich during the Fall '10 term at Purdue University.

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Corporations - environmental policies (going to the...

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