Green consumption is already a global trend. Combing with the broadband internet pervasion, the project is aimed to launch a green procurement website to facilitate a online distribution channel of green products, which have long suffered from a suitable promotion and demonstration place. Green consumers are often well educated and conduct a ration-based buying behavior in daily life. Internet websites are a good match to green consumers because websites tend to be catalyst of reason-based and educated buying. Funded by EPA and supervised by Consumers Protection Organization, the famous portal company Yam Digital implemented the website with the assistance of Digicell. The website was successfully launched on Dec. 5 and received vast media attention. The launch was an end of this year’s project but also symbolized a beginning of a new era where green consumption pervades everywhere through the anytime, anywhere Internet. Most of the manufacturers recruited in this campaign are SME. It is a great financial and technical barrier for them to deploy brick-and-mortar distribution channels or open an online store. This project fosters synergy by putting all these businesses together and form a online mall so that customers can enjoy apleasant one-stop shopping for green products in many categories. Although the budget is little compared to commercial companies building an online transactional website, there are 26 merchants and more than 450 itemslisted for online green shopping with the many anonymous volunteers from Consumers Foundation. The challenges faced in the project are that many participating merchants have little experiences using IT as corporate development strategies, nor do they have enough knowledge of electronic commerce. This means extra education and training are in order yet teffects will only surface slowly if any. Is also means extra working staff have taken greater efforts than planned in putting all the pieces together.

Green Consumption,Green Mark,Online Shopping