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How green is the mouse?

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Date Issued:
2008
Summary:
My project "How Green is the Mouse?" analyses the ways in which the Disney Company utilizes various green marketing strategies in an effort to appeal to the growing number of eco-conscious consumers. My study examines different strategies of green marketing and evaluates the use of these strategies in relation to discussions of the "greenwash" concept. Examples of such strategies include green selling, when a company continues to manufacture a pre-existing product with changes only in marketing and not policy or output, and green partnerships, when a company undertakes a more eco-friendly appearance simply by collaborating with a well-known environmental organization. In this study, I investigate the various methods of green marketing utilized throughout the parks and other attraction areas of Walt Disney World, located near Orlando, Florida.
Title: How green is the mouse?: a look at the use of green marketing in Walt Disney World to promote environmental policy and standards.
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Name(s): Piccirillo, Cara.
Harriet L. Wilkes Honors College
Type of Resource: text
Genre: Thesis
Issuance: multipart monograph
Date Issued: 2008
Publisher: Florida Atlantic University
Physical Form: electronic
electronic resource
Extent: v, 41 leaves : ill.
Language(s): English
Summary: My project "How Green is the Mouse?" analyses the ways in which the Disney Company utilizes various green marketing strategies in an effort to appeal to the growing number of eco-conscious consumers. My study examines different strategies of green marketing and evaluates the use of these strategies in relation to discussions of the "greenwash" concept. Examples of such strategies include green selling, when a company continues to manufacture a pre-existing product with changes only in marketing and not policy or output, and green partnerships, when a company undertakes a more eco-friendly appearance simply by collaborating with a well-known environmental organization. In this study, I investigate the various methods of green marketing utilized throughout the parks and other attraction areas of Walt Disney World, located near Orlando, Florida.
Identifier: 285130536 (oclc), 77683 (digitool), FADT77683 (IID), fau:1503 (fedora)
Note(s): by Cara Piccirillo.
Thesis (B.A.)--Florida Atlantic University, Honors College, 2008.
Bibliography: leaves 38-40.
Electronic reproduction. Boca Raton, FL : 2008 Mode of access: World Wide Web.
Subject(s): Green marketing
Consumption (Economics) -- Environmental aspects
Consumer behavior
Walt Disney World (Fla.) -- Marketing
Held by: FBoU FAUER
Persistent Link to This Record: http://purl.flvc.org/FAU/77683
Use and Reproduction: Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Host Institution: FAU

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