Module+2+-+Ginas+Lit+Review

> My articles are focused on the negative side of this issue: the exploitation of the green consumer by the marketing industry. The articles show that people have a desire to be green, and that marketers have found they can capitalize on this desire by branding their products as "environmentally friendly". This problem has a name, greenwashing, and is so bad that the government has found it necessary to step in to protect consumers. If marketers are targeting green consumers, it only stands to reason that there are most likely consumers who think they are being green even though they purchase non-green products. > > Yes. The government has taken steps to educate the consumer on how to determine products are good for the environment because many have been duped by unscrupulous advertisers. This would indicate that consumers don't always buy green even if that is their intention. > > Yes. I didn't realize that there was a term for the sneaky green advertising. > > Yes. I suspected that some advertisements for so-called green products were a bit misleading. However, I had no idea it was so widespread. > > ** No. > > ** Yes. The advertising agencies seem to researching exactly how green consumers buying trends are tracking, and the federal government has some pretty aggressive methods against the greenwashing effect. > > ** Our study seems to be similar to other studies. Ours is different because we are looking at attitudes. We want to know if the consumer knows what green products are, and then even with that knowledge if they buy non-green products. I would like us to also investigate if some of the green consumers who purchase non-green products have been deceived by the greenwashing activities of the marketers. >
 * **How do my selected articles support framing the problem?**
 * **Do my articles provide evidence that my inquiry topic (problem) is important or has importance?**
 * **Did I learning anything that I didn’t know? Explain.**
 * **Did I confirm anything that I already knew? Explain.**
 * ** Did your search explain any new and/or divergent ways of thinking about the topic?
 * ** Did your search ground your ideas in current efforts by others?
 * ** Are you proposing a study or methods that have already been carried out by others? If so, how unique are your efforts? Can you justify the need to conduct your study?

Article 1: Search terms: "green consumer marketing" Don't bother with the green consumer - Harvard Business Review This article explains strategies for marketing to individuals who want to "buy green". The article suggests the best green marketing strategy is "instead of **focusing on a green niche, focus on green behaviors that everyone can aspire to".** This article confirmed that consumer product manufacturers are marketing to capitalize on the consumers' desire to purchase sustainable products. Bishop, Steve (2008-1-23). "Don't Bother with the "Green" Consumer"". Harvard Business Review Green.org. http://www.hbrgreen.org/2008/01/dont_bother_with_the_green_con.html. Retrieved 01-26-2009.

Article 2: Search terms: "green consumer marketing" Catalina Marketing issued a press release about a study they did with FMI Sustainability Task Force that "analyzed the buying behavior of over 100 million unique shopper IDs for over 2,000 Green general merchandise products during a one-year period. In July 2007, the research showed an emerging 4.7% of shoppers had purchased a Green product and since then, the number has increased to 5.2% of shoppers". This article shows that consumers are increasingly searching for "green" products. This article confirmed my thinking that consumers search for environmentally-friendly products. This research is different than what we will examine, we want to know if consumers buy non-green items even though they have to desire to be "green" shoppers. While this is an excellent study, it was based in the UK and our question is focused on American consumers.

Citation: Catalina Marketing Corporation (January 23, 2008). //The 'Green' Consumer: Catalina Marketing Looks Inside Their Shopping Basket.// http://www.reuters.com/article/pressRelease/idUS113019+23-Jan-2008+BW20080123. Retrieved on 2009-01-28

Article 3: Search Terms: "consumer green cleaning products" The Consumer Reports website greenerchoices.org explains methods to ensure that products are actually good for the environment. This site shows how to evaluate a product's impact on the environment. "Greener Choices: Products for a Better Planet". Consumer Reports Greener Choices. http://greenerchoices.org. Retrieved on 2009-1-28. Article 4: Search Terms: consumer green cleaning products misleading advertising This article was written by the Federal Trade Commission (FTC) and the Environmental Protection Agency (EPA). It is about these agencys' guidelines for consumers about evaluating green advertising claims. This article proves that misleading advertising about the green qualities of consumer products is so rampant that the government has stepped in to prevent consumers from becoming victims of fraud. U.S. Federal Trade Commission. (1999). //Sorting Out 'Green' Advertising Claims//. Federal Trade Commission Website. http://www.ftc.gov/bcp/edu/pubs/consumer/general/gen02.shtm. Retrieved on 2009-1-28.

Article 5: Search Terms: Green Advertising Misleading This article cites examples of companies that have been fined for false green advertising. The article explains how the FTC first attempts to negotiate with a company that falsely advertises their products as green. If negotiations fail, the company can face fines of up to $10,000 a day. This article shows that some companies are deliberately misleading customers about the environmental impacts of their products. This article defines the term "greenscaping", which is claiming a product is green when it really is not. O'Brien, K. A. (1992). Green Marketing: Can it be harmful to your health? //Industry Week//, //241//(8), 56, 4 pgs.