| 英文摘要 |
The Green Mark eco-labeling program (the “Program”) is an economic instrument intended to serve as a financial incentive for product/service providers to improve the environmental performance of their products and services, therefore, the success of the Program relies heavily on the ability of its promotional activities to generate interest in green consumerism and to change the consumers’ behavior toward increased purchases of green products.
For the past several years, the Program has conducted various promotional activities to improve its visibility and recognition among general consumers, including TV commercials/short programs, seminars/workshops, publication of Green Consumption Guide and Green Mark Newsletters, Internet website, major conferences, and bus posters/commercials. However, due to budgetary constrains, of all the aforementioned activities, only the newsletter, website and green consumption guides are implemented continuously over the years, others are only used occasionally. From the polls and market researches conducted previously, the consumers’ awareness and recognition of Green Mark has roughly stay the same at 50-60%, indicating a need to increase and improve promotional activities.
The focus of this fiscal year’s Program is aimed at promoting green public procurement and green consumption; it also includes the tasks of updating the website contents, publishing revised green consumption guide and cooperating with whole-sale warehouses in delivering promotional activities. As a result of implementing this year’s project, over 1000 images, 284 web pages, 17 databases (over 250 columns) and over 10,000 data entries have been updated and transferred to ROC-EPA’s website; the first print of 50,000 Green Consumption Guide have also been sent to government agencies conducting green procurement; all twenty-seven franchised stores of Carrefour Group warehouse wholesaler participated in Green Mark promotional activity, and raffles/draws with 200,000 participants were also held in Carrefour’s Taoyuan, Dajiang and Chungli stores; and Matsushita Electric Company (Taiwan) and Nu Skin (Taiwan) also participated in posting Green Mark posters at points of sale and training of sale personnel in introducing Green Mark to consumers. With the cooperation of various participating organizations, the Program has achieved its projected goals and received the intended benefits for the year of 2002.
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