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.
Table of Contents
Executive Summary
- US Green Online Metrics, 2007 & 2008
- Key Questions
The eMarketer View
Green Online Advertising
- Most Important Marketing Trends according to US Marketing Executives,
October-November 2007 (% of respondents)
- US Adult Internet Users Who Viewed Green* Advertisements in the Last Three
Months, by Frequency, March 2008 (% of respondents)
- US Online Retailers that Sent Marketing E-Mails Related to Earth Day, 2007
& 2008 (% of total)
- Earth Day and Eco-Friendly* Marketing E-Mail Volume among US Online
Retailers, March-April 2007 (% of total e-mail volume tracked)
- Influence of Online Advertising on Shopping Behavior* according to US
"Green" Teen** Internet Users and Teen Internet Users, 2007 (% of respondents)
- Type of Environmentally Conscious Marketing to which US Adult Online
Buyers Are Most Attracted*, February 2008 (% of respondents)
- Environmental Factors Impacting Tech Brand Consideration among US Adult
Internet Users, April 2007 (% of respondents)
- Tech Brands Perceived As "Greenest" among US Adult Internet Users, April
2007 (% of respondents)
Green Online Content
- Top 10 Environmental Sustainability Blog Topics*, 2007
- Types of Green* Online Content Sought by US Adult Internet Users, by
Gender, March 2008 (% of respondents in each group)
- Top Five US Blogs, Ranked by Posts about Environmental Sustainability, 2007
- ‘Greenwashing' : Skeptics Take to the Web
- Top Five Greenwashing* Topics, 2007
- US Adult Internet Users Who Viewed Green* Advertisements in the Last
Three Months, by Frequency of Believing Claims Made, March 2008 (% of
respondents)
- Green Consumers: Online Usage and Trends
- Importance of Companies Being Environmentally Conscious according to US
Adult Online Buyers, February 2008 (% of respondents)
- US Adult Online Buyers Who Search for Environmentally Friendly Products
When Making an Online Purchase, February 2008 (% of respondents)
- Increased Amount that US Adult Online Buyers Are Willing to Pay for
Environmentally Friendly Products, February 2008 (% of respondents)
- Attitudes and Behaviors of US Adult Internet Users toward
Environmentally Friendly Retail Practices, November 2007 (% of respondents)
- Factors that Influence New Product and/or Brand Purchase Decisions of US
Internet Users, August-September 2007 (% of respondents)
- Select Reasons that US Adult Internet Users Incorporate Green* Behavior
in Daily Lifestyle, March 2008 (% of respondents)
Green Consumers: Demographics
- Degree to which US Adult Internet Users Incorporate Green* Behavior in
Daily Lifestyle, by Age, March 2008 (% of respondents in each group)
- Online Activities of US "Green" Teen* Internet Users and Teen Internet
Users, 2007 (% of respondents)
- Select Environmentally Conscious Activities* of US Adult Internet Users,
by Age, April 2008 (% of respondents)
- US Holiday Shoppers Who Find "Green" Status of Products Unimportant in
Purchasing Decisions, by Gender, October 2007 (% of respondents in each group)
Green Marketing Case Studies
- Patagonia: The Footprint Chronicles
- Home Depot: Eco Options
- The Alliance for Climate Protection: We Campaign
Related Information and Links
- Related Links
- Contact
- Report Contributors
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