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.
香港特别行政区政府：应对全球气候变化 Hong Kong Special Administrative Region Government: Addressing Global Climate Change (Simplified Chinese version)
Pong Yuen Howard Lam, Kam Sing Wong
Product #:W36512
Supplier:Ivey/CUHK
Discipline:Marketing, Sustainability
Setting:Hong Kong, 2022
Subjects:
Industries:
Geography:
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Learning Objectives
- 解释在传递关于减少使用对环境有害的产品的沟通信息时面临的挑战。
- 根据两种不同的消费者心态来开发信息：实体心态（即相信世界随着时间的推移是保持不变）和增量心态（即相信世界随着时间的推移而演变）。
- 描述营销人员可以用来影响消费者保护环境的工具，如承诺、提示、规范和社会扩散。
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:
- Explain the challenges of creating communication messages about reducing the use of products with negative attributes that are harmful to the environment.
- 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).
- Describe the tools marketers can use to influence consumers to protect the environment, such as commitment, prompts, norms, and social diffusion.