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GREEN
MARKETING: OPPORTUNITY FOR INNOVATION
Table of Exhibits
Exhibit
1.1: "Very Serious" Environmental Concerns
Exhibit
1.2: Global Optimism and Pessimism
Exhibit 1.3: Organic Industry
Sales and Trends
Exhibit 1.4: Environmental
Management ISO14000
Exhibit 1.5: Special Edison
Awards for Environmental Achievement Winners 1991-1996
Exhibit 1.6: Executives Underestimate
the Role of Corporate Environment and Social Responsibility in Consumers'
Purchasing Decisions
Exhibit 2.1: Demographic
Profile of Green Product Purchasers
Exhibit 2.2: Demographic
Composition of the Five Environmental Segments
Exhibit 2.3: Consumer Behavior
to Protect the Environment, by Segment
Exhibit 2.4: Segmentation
by Consumer Motives
Exhibit 2.5: Green Consumer
Psychology and Buying Strategies
Exhibit 2.6: Green Purchasing
Buzzwords
Exhibit 2.7: Root Causes
of Environmental Problems
Exhibit 2.8: "Who's
Doing a Good Job on the Environment?"
Exhibit 3.1: The New Green
Marketing Paradigm
Exhibit 3.2: J. Ottman Consulting's
Seven Winning Strategies of Green Marketing
Exhibit 3.3: Stonyfield Farm
Yogurt Lid
Exhibit 4.1: Green Product
Development Issues
Exhibit 4.2: Environmental
Burdens: Cloth Versus Disposable Diapers
Exhibit 4.3: Cradle-to-Grave
Assessment of Environmental Impacts of Washing Machines
Exhibit 7.1: Relationship
of Perceived Environmental Claim Specificity to Attitudes Toward
the Advertiser, the Product, and Purchase Intent
Exhibit 7.2: How Believable
Are Company Efforts to Protect the Environment?
Exhibit 7.3: Worldwide Eco-Seals
Exhibit 7.4: Green Seal and
Scientific Certification Systems' Cross and Globe Labels
Exhibit 8.1: The New Corporate
Environmental Stakeholders
Exhibit 8.2: U.S. Municipal
Solid Waste Generation, 1960-2010
Exhibit 8.3: Alaska's Green
Star Program Logo
Exhibit 8.4: U.S. EPA Green
Lights and ENERGY STAR Logos
Exhibit 10.1: Tom's of Maine
Ingredient Statement
Excerpted from Green
Marketing: Opportunity for Innovation (NTC-McGraw-Hill, 1997)
©Copyright 1997 by J.
Ottman Consulting, Inc.
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Jacquelyn Ottman is president
of J. Ottman Consulting, Inc., a New York-based marketing consulting
firm that specializes in helping businesses derive competitive advantage
from eco-innovation and green marketing. She is the author of Green
Marketing: Opportunity for Innovation. She can be reached at
ottman@GreenMarketing.com
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