學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Hong Kong Special Administrative Region Government: Addressing Global Climate Change
內容大綱
The Paris Agreement, which came into force on November 4, 2016, applied to Hong Kong, where Kam Sing Wong had been secretary for the environment of the HKSARG since July 2012. Wong wanted every business sector and household to embark on a new low carbon journey through cleaner energy, energy conservation, and green commuting and to nurture a “use less, waste less” culture. On June 8, 2022, Wong had to announce an increase in the charge Hong Kong shoppers paid to retailers for each plastic shopping bag they used, which was currently set at HK$0.50 (US$0.06). Even if Wong doubled the amount to HK$1.00, this would still be a small amount in absolute terms. What messages would be necessary in order to communicate to people the importance of using less plastic? Wong had to make a big decision about how much of a change to make to this small amount of HK$0.50. A small change in the actions of each citizen of Hong Kong could potentially be amplified into a large amount of absolute waste reduction.
學習目標
This case is suitable for senior undergraduate- and graduate-level courses in marketing; it examines how marketers can communicate messages to influence people to take action to protect the environment. Students should have taken an introductory marketing management course and should be familiar with the concepts of segmentation, targeting, positioning, and developing strategies for product, price, place, and promotion. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Explain the challenges of creating communication messages about reducing the use of products with negative attributes that are harmful to the environment.</li><li>Develop messages based on the two different consumer mindsets: the entity mindset (i.e., a belief that the world is consistent over time) and the incremental mindset (i.e., a belief that the world is evolving over time).</li><li>Describe the tools marketers can use to influence consumers to protect the environment, such as commitment, prompts, norms, and social diffusion.</li></ul>