Effects of Global Warming Essay

All through the previous century there has been an impressive increment in the normal temperature on earth. This normal ascent of temperature is called a dangerous atmospheric devation. It is brought about by the aggregation of ozone depleting substances in the climate. Practically 100% of the watched temperature increment throughout the most recent 50 years has been because of the expansion of ozone depleting substance focuses like water fume, carbon dioxide, methane and ozone (Cause and Effect for Global Warming). The ozone depleting substances trap the warmth in the air and make the earth warm. These ozone harming substances have expanded hugely in the climate because of the ongoing industrialization. The principle impacts of a worldwide temperature alteration are environmental change, the ascent of ocean levels, and the conduct change of natural life. These are the essential impacts of a dangerous atmospheric devation; notwithstanding, they additionally add to a wide scope of auxiliary impacts. The worldwide temperatures have been expanding lately, this is causing environmental change. Before the century's over the worldwide temperature is anticipated to increment by 3â ° to 5 °C. Changes in temperature designs have consequences for outrageous climate occasions: they increment the recurrence, length, and power of floods, dry seasons, heat waves, and tornadoes (Cause and Effect for Global Warming). There has been a high relationship of typhoon power with tropical ocean surface temperature. Since the surface temperature is expanding, the all out yearly intensity of tropical storms has expanded. The idea of the earth’s air is getting considerably progressively eccentric, which is a reason for consideration. This achieves a variety in the natural frameworks; basically the yields, woodlands, seas, new conduits, and fields (Effects of Global Warming). Sequential agrarian yields is turning into a worry for ranchers. Another impact of environmental change will be the vegetation that is accessible on the earth. The tundra vegetation will go to calm, cold deciduous and evergreen kind of timberland. Woody plant populace will in general increment because of expanded precipitation. There will be an intense change in the kind of vegetation accessible in the region, which will thus impact the inhabitation of the region (Effects of Global Warming). The subsequent significant impact of the an unnatural weather change is the rising ocean levels. There will be a significant increment in the water level of seas and oceans because of the softening of icy masses. At the point when the temperature surpasses a specific level or warm temperatures keep going for a long enough period, and if there is deficient precipitation, icy masses and ice sheets will lose mass (Oceans and ocean level ascent). This expansion in ocean and sea levels will immerse land at the seaside territories and some low lying nations may even get lowered (Effects of Global Warming). This will cause the most sensational adjustments in natural surroundings. The greater part of the world’s beach front urban communities were built up during the most recent couple of centuries, a period when worldwide ocean level have been consistent. Since the mid-nineteenth century, ocean levels have been rising, and during the twentieth century, ocean levels rose around 15-20 centimeters. Satellite estimations assumed control over the previous decade, in any case, demonstrate that the pace of increment has hopped to around 3. 1 mm/year, which is fundamentally higher than the normal rate in the twentieth century (Oceans and ocean level ascent). Indeed, even a little increment in ocean levels can dramatically affect waterfront situations. More than 600 million individuals live in beach front territories that are under 10 meters above ocean level. In the event that this keeps on deteriorating than an enormous number of individuals in powerless areas will be compelled to migrate. On the off chance that movement doesn't occur before these territories are flooding my tempest floods, numerous exiles are probably going to result (Oceans and ocean level ascent). These countries are additionally in danger of losing their new water supplies as ocean level ascent drives saltwater into their springs. Beside the impact this may have on the human populace, there are numerous ecological concerns, for example, beach front disintegration, wetland and seaside plain flooding, and lost environments for fish, winged animals, and other untamed life and plants. The conduct in natural life is likewise a worry, numerous creatures are being compelled to change domains, and a few animal groups are at danger to annihilation. A personal conduct standard of the creatures considered shows that the creatures are starting to move their populace north or towards a higher elevation (Effects of Global Warming). Past living space development, numerous researchers concur that an unnatural weather change is causing a move in the planning of different common intermittent occasions in the lives of creatures. Numerous feathered creatures have modified the planning of since a long time ago held transitory and conceptive schedules to all the more likely sync up with a warming atmosphere. Likewise, some resting creatures are finishing their sleeps prior every year (EarthTalk). Various species sharing like living spaces are reacting in various manners, destroying biological networks. As indicated by â€Å"Defenders of Wildlife†, a portion of the untamed life species hit the hardest so far by an unnatural weather change incorporate caribou, ice foxes, frogs, polar bears, penguins, dark wolves, tree swallows, painted turtles and salmon (EarthTalk). Numerous other marine creatures are influenced too. It is normal that numerous species will cease to exist or become wiped out because of the expansion in the temperatures of the water, while different species, which incline toward hotter waters, will increment immensely. Maybe the most upsetting changes are normal in the coral reefs that are probably going to cease to exist as an impact of a dangerous atmospheric devation (Effects of Global Warming). Species that depend upon the presence of ocean ice to endure are probably going to be affected, representing the danger of eradication for polar bears, seals, and a few types of penguins. Analyst Bill Fraser has followed the decrease of the Adelie penguins on Antarctica, where their numbers have tumbled from 32,000 reproducing sets to 11,000 out of 30 years (Effects of Global Warming). It is very evident that the impacts of a dangerous atmospheric devation can possibly be tragic. A dangerous atmospheric devation is causing fast temperature changes influencing ourselves, our condition, and the remainder of the natural life. These variables add to our evolving world. The populace would be on the right track to plan for these changes, before it is past the point where it is possible to adjust. Individuals ought to perceive the wellspring of this, and quit adding to this negative circle.

Virgin Galactic Research Paper Example | Topics and Well Written Essays - 3000 words

Virgin Galactic - Research Paper Example In quest for their strategic, Galactic has gone about as a demonstrating ground for new advancements like utilizing carbon composites in enormous measured airplanes, which has applications over a numerous mechanical areas. This is the reason Virgin Galactic has been portrayed as a critical mechanical venture in the twenty first century (virgin galactic.com, 2012). Branson was 19 years of age when Apollo 11 took the primary people to the moon on July 16, 1969. On that day a youthful Richard Branson concluded that he would encounter the marvel of room. â€Å"Virgin's Galactic will likely end the eliteness joined to kept an eye on space travel, which means structuring a vehicle that can fly nearly anybody to space and back securely without the requirement for uncommon aptitude or comprehensive, tedious training† (Virgin Galactic. com, 2012, standard. 3). Virgin Galactic inspected numerous rocket ideas before systems administration with Scaled Composites. Scaled Composites was est ablished by popular creator and manufacturer of trial airplane Burt Rutan (Leonard, 2005). Virgin Galactic’s rocket and dispatch vehicles were planned in light of effortlessness and excess. A perplexing framework has an expanded possibility of disappointment; accordingly rearrangements and hazard decrease pay a critical job in their structure. Scaled Composites has an extraordinary security record and is liable for the absolute most imaginative exploratory airplane on the planet. September 27, 2004, Branson declared that Virgin Galactic would fund the structure and development of an armada of business shuttle that would take a great many travelers to space and back securely (virgingalactic.com, 2012). Notwithstanding business sub-orbital space flight, Virgin Galactic offers sub-orbital logical missions just as orbital satellite dispatches. As indicated by Virgin Galactic’s Web website, the organization and the New Mexico State uncovered that they had settled on a notab le understanding in 2005 that would see the structure of a state-supported $200 million spaceport on a 27-square mile zone of land. Virgin Galactic consented to set up its central command and work space departures from what might be known as Spaceport America in South Mexico (virgingalactic.com, 2012). New Mexico’s consistent atmosphere, high elevation, free airspace, and low populace thickness make it a perfect area for the primary business spaceport. Richard Branson and New Mexico Governor Susana Martinez as of late committed the Virgin Galactic Gateway to Space at Spaceport America, New Mexico. 700 visitors accumulated to praise the event and view an exhibit flight. There has been a consistent increment in the enthusiasm for space the travel industry among engineers, researcher, business people, and the overall population. As per Virgin Galactic’s Web webpage, in excess of 500 tickets have been sold at US$200,000 per seat. The sky is not, at this point the breaking point and the market potential for this rising industry is gigantic. As the space the travel industry develops, they should reduce their expenses to stay serious. Branson expects upwards of five contending spaceship organizations by 2020. He accepts this opposition will drive the cost of a ticket down to a level that a huge number of travelers can stand to go to space (Allen, 2009). A few organizations entering the market have just reported that their costs will be around a large portion of that of Virgin Galactic. The

Conceptual Foundations of Financial Reporting †MyAssignmenthelp.com

Question: Examine about the Conceptual Foundations of Financial Reporting. Answer: Presentation: The task was identified with bookkeeping and I contributed my key specialized aptitudes to finish the equivalent in like manner. I gave my contributions as and when required and furthermore made basic examination of the prerequisites of the undertaking and made a point to finish the equivalent inside the given time span. The gathering individuals from the undertaking worked in association, and the perspective of every one of the individuals was taken into consideration(Alexander, 2016). I am acceptable in relationship building abilities and have great relational abilities. I made a point to utilize the equivalent for the general culmination of the task by sending over my perspectives and sentiments and that additionally of the other gathering individuals to the individuals who are related with the finish of the undertaking. There was just a single chief in the gathering, who was going the task and he constantly considered my view focuses as and when required. This was my principle co mmitment to the bookkeeping venture the board. The task had various levels with getting the data sources, evaluating the equivalent, and applying the equivalent to get the ideal yield. I performed well in all the parts and was one of the key players who contributed in the fulfillment of the undertaking in the time designated. The other gathering individuals additionally gave their key contributions for the task. Every one of them had certain characteristics that helped in the culmination of the task. The undertaking was bookkeeping based and henceforth required investigative research and application. The individuals were acclimated with the essential bookkeeping information and standards. The general announcing system and planning of the bookkeeping explanations with use of the said bookkeeping standards and gauges was finished by the individuals. The individuals filled in as a group, where every part helped another part and gave their contributions to finish the undertaking inside the given cutoff time of the task. As a group the gathering worked well overall. The individuals were happy with working with one another. They were given explicit works and they did it as needs be. The individuals ensured that there were no assessment conflicts and contributions from all closures were taken to get the ideal outcome for the venture. As a group it is significant that every part finishes the dispensed work inside the given time span as the work is identified with a particular undertaking and is interconnected(Dichev, 2017). This was dealt with and every part helped the other colleagues so they put forth a valiant effort. In the event that any issues excited, everybody was similarly strong to the gathering members(Bromwich Scapens, 2016). The three abilities and traits that I have picked up while filling in as a gathering part in this task are Critical thinking Working as a gathering part has helped me In increasing unequivocal critical thinking abilities the board with the assistance of my gathering individuals. There were hardly any hindrances that were looked during the span of the task and we as a gathering had the option to comprehend it appropriately. Dynamic Many occasions during the task, it was required to take significant and extreme choices. I figured out how to do the best possible examination and afterward take choice and furthermore how to represent the equivalent and bear the outcomes assuming any. It is significant that solid dynamic abilities must be instilled with the goal that correct choices are taken at the privilege time(Kew Stredwick, 2017). Compromise One of the significant expertise I created while chipping away at the undertaking was the means by which to understand any contentions that developed between the colleagues and unravel it with tolerance. Three explicit collaboration systems that can be received while consummation of the task as a group seem to be- Distribution of work It is significant that work to be finished must be partitioned between the colleagues and every one must be mindful enough to finish their work inside the given time. It helps in deleting disarray and individuals become progressively mindful towards their work(Visinescu, et al., 2017). Initiative It is significant that while functioning as a gathering there must be somebody in the situation of pioneer who can take extreme choices and ensure they are applied appropriately. Correspondence It is significant that there must be successful correspondence among the individuals that will help in fulfillment of the given work with no disarray. List of sources Alexander, F., 2016. The Changing Face of Accountability. The Journal of Higher Education, 71(4), pp. 411-431. Bromwich, M. Scapens, R., 2016. The executives Accounting Research: 25 years on. The board Accounting Research, Volume 31, pp. 1-9. Dichev, I., 2017. On the calculated establishments of money related detailing. Bookkeeping and Business Research, 47(6), pp. 617-632. Kew, J. Stredwick, J., 2017. Business Environment: Managing in a Strategic Context. second ed. London: Chartered Institute of Personnel and Development. Visinescu, L., Jones, M. Sidorova, A., 2017. Improving Decision Quality: The Role of Business Intelligence. Diary of Computer Information Systems, 57(1), pp. 58-66.

The Historic Olmec City of San Lorenzo

The Historic Olmec City of San Lorenzo The Olmec culture flourished along Mexico’s Gulf coast from approximately 1200 B.C. to 400 B.C. One of the most significant archeological destinations related with this culture is known as San Lorenzo. Once, there was an incredible city there. Its unique name has been lost to time. Considered by certain archeologists to be the main genuine Mesoamerican city, San Lorenzo was a significant focal point of Olmec business, religion, and political force during its prime. Area San Lorenzo is situated in Veracruz State, around 38 miles (60km) from the Gulf of Mexico. The Olmecs couldn't have chosen a superior site to manufacture their first extraordinary city. The site was initially an enormous island in the Coatzacoalcos River, despite the fact that the course of the waterway has since changed and now just streams past one side of the site. The island highlighted a focal edge, sufficiently high to get away from any flooding. The floodplains along the waterway were rich. The area is near wellsprings of stone which were utilized for making models and structures. Between the stream on either side and the high focal edge, the site was effortlessly shielded from adversary assault. Control of San Lorenzo San Lorenzo was first involved around 1500 B.C., making it probably the most established site in the Americas. It was home to three early settlements, alluded to as the Ojochã ­ (1500-1350 B.C.), the Bajã ­o (1350-1250 B.C.), and the Chichrras (1250-1150 B.C.). These three societies are considered pre-Olmec and are to a great extent recognized by ceramics types. The Chicharrs time frame starts to show qualities later recognized as Olmec. The city arrived at its top in the period from 1150 to 900 B.C. prior to falling into decrease. This is alluded to as the San Lorenzo period. There may have been about 13,000 occupants at San Lorenzo during the tallness of its capacity (Ciphers). The city at that point went into decrease and went into the Nacaste time frame from 900 to 700 B.C. The Nacaste didn't have the right stuff of their ancestors and included little in the method of workmanship and culture. The site was deserted for certain years before the Palangana period (600-400 B.C.). Th ese later occupants contributed some little hills and a ball court. The site was then relinquished for over a thousand years before it was re-involved during the Late Classic period of Mesoamerican human advancement, however the city never recaptured its previous greatness. The Archeological Site San Lorenzo is a rambling site which incorporates not just the one-time city of San Lorenzo however a few littler towns and rural settlements that were constrained by the city. There were significant optional settlements at Loma del Zapote, where the stream forked toward the south of the city, and El Remolino, where the waters re-united toward the north. The most significant segment of the site is on the edge, where the respectability and cleric classes lived. The western side of the edge is referred to as the â€Å"royal compound,† as it was home to the decision class. This zone has yielded a fortune trove of ancient rarities, especially forms. The vestiges of a significant structure, the â€Å"red palace,† are likewise found there. Different features incorporate a water passage, intriguing landmarks spread around the site, and a few counterfeit pits known as â€Å"lagunas,† the motivation behind which is as yet hazy. Stonework Next to no of Olmec culture has made due to the current day. The atmosphere of the hot marshes where they lived has demolished any books, internment destinations, and things of fabric or wood. The most significant leftovers of the Olmec culture are in this manner engineering and figure. Luckily for successors, the Olmec were capable stonemasons. They were fit for shipping huge figures and squares of stone for workmanship for separations of as much as 60 kilometers (37 miles). The stones were likely glided almost on strong pontoons. The reservoir conduit at San Lorenzo is an artful culmination of viable designing. Several also cut basalt troughs and spreads weighing numerous tons were spread out so as to advance the progression of water to its goal, which was a duck-formed reservoir assigned Monument 9 by archeologists. Figure The Olmec were extraordinary specialists and the most surprising component of San Lorenzo is without a doubt the few dozen figures that have been found at the site and close by optional destinations like Loma del Zapote. The Olmec were acclaimed for their point by point models of monster heads. Ten of these heads have been found at San Lorenzo. The biggest of them is almost ten feet tall. These huge stone heads are accepted to delineate rulers. At close by Loma del Zapote, two finely etched, about indistinguishable twins face two panthers. There are additionally a few huge stone honored positions at the site. All things considered, many models have been found in and around San Lorenzo. A portion of the sculptures were cut out of before works. Archeologists accept that the sculptures were utilized as components in scenes with strict or political significance. The pieces would be difficultly moved around to make various scenes. Governmental issues San Lorenzo was an incredible political focus. As one of the main Mesoamerican urban areas - if not the first - it didn't have genuine contemporary opponents and administered over an enormous zone. In the quick environs, archeologists have found numerous little settlements and abodes, generally situated on peaks. The littler settlements were likely administered by individuals or arrangements of the regal family. Littler models have been found at these fringe settlements, recommending that they were sent there from San Lorenzo as a type of social or strict control. These littler destinations were utilized in the creation of food and different assets and were of vital use militarily. The imperial family controlled this smaller than usual realm from the statures of San Lorenzo. Decay and Importance Regardless of its promising beginning, San Lorenzo fell into steep decay and by 900 B. C. was a sorry excuse for its previous self. The city would be relinquished a couple of ages later. Archeologists don't generally have the foggiest idea why San Lorenzos brilliance blurred so not long after its great period. There are a couple of pieces of information, be that as it may. A large number of the later models were cut out of before ones, and some are just half-finished. This proposes maybe rival urban communities or clans came to control the open country, making the securing of new stone troublesome. Another conceivable clarification is that if the populace some way or another declined, there would be lacking labor to quarry and transport new material. The period around 900 B.C. is additionally generally connected to some climatic changes, which could well have unfavorably influenced San Lorenzo. As a moderately crude, creating society, the individuals of San Lorenzo stayed alive on a bunch of center yields, chasing, and angling. An abrupt change in atmosphere could influence these harvests, just as the close by untamed life. San Lorenzo, while not a fabulous spot for guests like Chichã ©n Itz or Palenque, is by the by a critical verifiable city and archeological site. The Olmec is the parent culture of those which came later in Mesoamerica, including the Maya and Aztecs. In that capacity, any understanding picked up from the most punctual significant city is of endless social and verifiable worth. Tragically the city has been struck by plunderers and numerous inestimable antiquities have been lost or rendered valueless by being expelled from their place of cause. It is conceivable to visit the verifiable site, albeit huge numbers of the figures are as of now discovered somewhere else, for example, the Mexican National Museum of Anthropology and the Xalapa Anthropology Museum. Sources Coe, Michael D. Mexico: From the Olmecs to the Aztecs. Old Peoples and Places, Rex Koontz, seventh Edition, Thames Hudson, June 14, 2013. Figures, Ann. San Lorenzo, Veracruz. Arqueologã ­a Mexicana, No. 87, 2019. Diehl, Richard. The Olmecs: Americas First Civilization. Old Peoples Places, Hardcover, Thames Hudson, December 31, 2004.

Comparison between Data Encapsulation and Decapsulation - 550 Words

Comparison between Data Encapsulation and Decapsulation (Coursework Sample) Content: Comparison between Data Encapsulation and DecapsulationNameUniversity Q4: Data Encapsulation and Decapsulation
Fig: encapsulation and decapsulation All communications in a communication network start from a source to destination. Information sent on a network is referred to as data packets. If data is to be sent from source to destination, it must first be encapsulated in a process called encapsulation (Milner, 2010). This is wrapping data with necessary protocol information before starting its transit on the network. Therefore, data receives headers, trailers and other information as it moves down the OSI layers from application layer to the physical layer. This is called encapsulation. The network performs these actions during encapsulation: build the data, package the data for end-to-end transport, add the IP address to the header, add the data link layer header and trailer and convert bits for transmission.On the receiving side, the inverse of this must happen in order for information to retrieved from the application layer.B.This is a medium access method used to share access medium. The statement means that the best opportunity for the node to pass data on such a network is when no other node is trying to send information. In that case, the medium is available since it is not engaged.C.Backing off is the action taken by the nodes of stopping them from transmitting information for a certain amount of time and then trying again later. When the nodes sense that the medium is busy i.e. another node is transmitting, they stop transmitting for a certain amount of time. This, therefore, stops collision of information from different nodes.D. If the random back off proves ineffective, there are available refinements, which include CSMA collision detection, which monitors the media for the presence of data signal. The other one is CSMA/collision avoidance, which examines the media for presence of data signal.Question 2i. guarantees of the UK govern ment to waive fees payable for the allocated frequencies required for the London 2012 games and to allocate the required frequencies for the organization of the London 2012 games.ii. Bodies responsible are the UKSSC (cabinet official committee on UK Spectrum Energy) and the Olympic Board. The UKSSC is charged with:Drawing up policies and strategic plans for the future allocation of spectrum in such a way as to meet the needs of users in both the public and private sectors and in industry, with emphasis on the provision of vital services and the generation of National wealth;Oversees the management and regulation of spectrum to ensure that agreed plans are correctly implemented, that efficient use is made of available capacity and that spectrum is used to the best national advantage; And determines positions in line with national interests to be taken by the UK in international fora dealing with spectrum management.On the other hand, the Olympic Board provides an oversight role of s trategic co-ordination and monitoring of the London 2012 games. iii. Command and control market forces.To make extra spectrum available, Ofcom intends to obtain spectrum from UK public sector bodies notably the Ministry of Defense and the civil aviation authority.ii. For wireless cameras, Ofcom will make spectrum at 7000, 10 GHz and above available for wireless cameras. As well, Ofcom will use the 3400-3600 MHz under the defence custody for wireless cameras.Some respondents have expre... Comparison between Data Encapsulation and Decapsulation - 550 Words Comparison between Data Encapsulation and Decapsulation (Coursework Sample) Content: Comparison between Data Encapsulation and DecapsulationNameUniversity Q4: Data Encapsulation and Decapsulation
Fig: encapsulation and decapsulation All communications in a communication network start from a source to destination. Information sent on a network is referred to as data packets. If data is to be sent from source to destination, it must first be encapsulated in a process called encapsulation (Milner, 2010). This is wrapping data with necessary protocol information before starting its transit on the network. Therefore, data receives headers, trailers and other information as it moves down the OSI layers from application layer to the physical layer. This is called encapsulation. The network performs these actions during encapsulation: build the data, package the data for end-to-end transport, add the IP address to the header, add the data link layer header and trailer and convert bits for transmission.On the receiving side, the inverse of this must happen in order for information to retrieved from the application layer.B.This is a medium access method used to share access medium. The statement means that the best opportunity for the node to pass data on such a network is when no other node is trying to send information. In that case, the medium is available since it is not engaged.C.Backing off is the action taken by the nodes of stopping them from transmitting information for a certain amount of time and then trying again later. When the nodes sense that the medium is busy i.e. another node is transmitting, they stop transmitting for a certain amount of time. This, therefore, stops collision of information from different nodes.D. If the random back off proves ineffective, there are available refinements, which include CSMA collision detection, which monitors the media for the presence of data signal. The other one is CSMA/collision avoidance, which examines the media for presence of data signal.Question 2i. guarantees of the UK govern ment to waive fees payable for the allocated frequencies required for the London 2012 games and to allocate the required frequencies for the organization of the London 2012 games.ii. Bodies responsible are the UKSSC (cabinet official committee on UK Spectrum Energy) and the Olympic Board. The UKSSC is charged with:Drawing up policies and strategic plans for the future allocation of spectrum in such a way as to meet the needs of users in both the public and private sectors and in industry, with emphasis on the provision of vital services and the generation of National wealth;Oversees the management and regulation of spectrum to ensure that agreed plans are correctly implemented, that efficient use is made of available capacity and that spectrum is used to the best national advantage; And determines positions in line with national interests to be taken by the UK in international fora dealing with spectrum management.On the other hand, the Olympic Board provides an oversight role of s trategic co-ordination and monitoring of the London 2012 games. iii. Command and control market forces.To make extra spectrum available, Ofcom intends to obtain spectrum from UK public sector bodies notably the Ministry of Defense and the civil aviation authority.ii. For wireless cameras, Ofcom will make spectrum at 7000, 10 GHz and above available for wireless cameras. As well, Ofcom will use the 3400-3600 MHz under the defence custody for wireless cameras.Some respondents have expre...

Labeling - Free Essay Example

Labeling An instrument to market Green goods Executive Summary The area of green marketing is on the verge of becoming a big business in India. In this regard, the objective of this project was to study one aspect of the same in detail and see how it could be used to market green goods more effectively. Labeling was this one aspect that formed the focal point. After a review of the existing literature, the knowledge gap that followed was as that; While several studies have been done in labeling of green products internationally, the same cannot be said in the Indian context. Partly, the reason for the same is recent emergence of green marketing. Based on this, certain key objectives were stated to define the scope of the study. They included studying the current trends of green goods labeling in India, some of the international practices in this area and finally the importance labeling is given by the consumer while purchasing a green product. Thought the study was not category specific, focus was more on consumer electronics, buildings, home appliances and IT. In the subsequent sections several tools and methodologies like secondary research, depth interviews, observational studies etc. were used to collect data for the above mentioned objectives. Based on the data, certain insights and conclusions were drawn which formed the basis for the recommendations for labeling in the future. Some of the broader findings, included, the low levels of awareness and understanding with regards to labels across the value chain from industry to consumer. In addition, a label is not a consideration for a consumer while purchasing a green good. The study ends with looking at alternate approaches/practices towards the concept of green marketing and labeling it particular. Introduction In the long term, the economy and the environment are the same thing. If its un-environmental, it is un-economical. That is the rule of nature. Mollie Beattie, Former Director, U.WS. Fish and Wildlife Service Despite the fact that the term green marketing has been floating around in management circles for quite some time now, it has had little impact on the industry as a whole. One of the key reasons for the same could be that we do not really understand what green stands for in the marketing parlance. Is it just about global warming, pollution control, carbon credits and eco-friendly products? Or is it something much more? Perhaps the need of the hour is look at certain aspects of green marketing in a manner never been done before and identify the reasons for the same. Eg: Ball point pens are extreme high technology however we use them in a very pedestrian fashion and consumer acceptance is total. What then is the problem with the other products /processes/technologies like light piping or solar water heaters? More importantly, do companies who manufacture and market green goods really understand what they are selling? These companies often use terms like recyclable, renewable, sustainable etc. to sell their product? Can they provide a proof for the environmental benefits they promise? If yes, how are they doing it, if not, why not? How can a consumer be assisted in identifying such a product? Do the consumers derive any value from an environmental seal? Does it play a part in their purchase decision? Though the trend of going green is much more evolved in the developed countries, it has slowly but surely started to gain ground in the developing countries as well. The outlook of India Inc. towards green goods and green marketing is continuously evolving with time. While earlier the focus of going green was solely on the basis of certain pre defined methods to manufacture goods, over time this has evolved into usage of green labels, green packaging etc. Fuelled by the media, companies today, understand the economic and the social importance of taking serious steps to become green. In addition, Indian consumers have become more quality and environment conscious. They would possibly be the ones who could drive the market for green products. The potential for a green market is huge. To exploit it to the fullest, businesses must not only adopt certain best practices and first themselves become sensitized to this new green revolution, but also, help consumers change their behavior by removing any mental blocks that might arise with regards to the purchase of green goods. In this regard, Labeling can serve as tool for educating as well as a way of making the consumer understand and connect to a very complex analysis. It can help solve the problem of asymmetric information between the sellers and the buyers. Also, if used tactfully, it can be used by the manufacturers and marketers as an instrument to market green goods. While some studies have been carried out in the developed countries in this area, not much can be said about the same in the Indian context. The objective of this project is to study the existing international practices with regards to labeling of green products; assess the current situation in the Indian market; understand the possibility of replication of some of the international practices in India and ultimately, suggest methods by which labeling could be used by marketers to sell green goods. While the focus of this report is purely from an industry perspective, certain elements from the consumers perspective, which could ultimately serve as cue for the industry would also be covered. Literature Review There are several key words associated with this topic say green, marketing, labeling, consumer etc. Based on these, a review of the existing literature is done primarily under the following broad heads:- * What does green mean? * Green marketing * Labeling and green marketing * Consumer and Eco labeling (Delise, 2009) What does green mean? Despite the mounting pressures on businesses to prove their faithfulness to the earth, managers share no common understanding of what this might mean in their own companies. Many continue to see environmentalism against the backdrop of adversarial public arena, as a struggle over stricter emissions codes and wildly varying punishments for misconduct. Industries (and nations, for that matter) cannot thrive if they sacrifice future quality of life for present economic again. In the long run, the principles of economic growth and environmental quality reinforce each other. (Kleiner, 1991) There are multiple ways in which a green product can be defined. An all encompassing definition would be something like A product that causes minimal damage to the environment throughout the various stages of its life cycle i.e. production, distribution and consumption. However, companies who claim to sell green products do not necessarily focus on the entire life cycle but only the final product, while making such claims. Thus, lately, there has been an increased focus on adopting a cradle to the grave approach with regards to anything that has the possibility of being classified as a green good. In addition, within most organizations, the level of understanding of what the firm is doing or what it wants to do is minimal. As a result, the idea of going green remains within the boardroom circles rather than cascading down to all the levels of management. Environmental claims must not be vague or non-specific (e.g., non-polluting and safe for the environment are too vague). Claims like environmentally friendly, eco and green are also vague terms that should only be used for products or services whose life cycles have been assessed and verified. Vague claims that are used as slogans and that are not based on demonstrated environmental benefit could be considered false or misleading. (Saxe, 2009) Most of the existing literature suggests that, in trying to become environmentally conscious, companies often define what is green in a linear fashion without much thought towards any alternate school of thought. Carbon credits, pollution free, renewable, recyclable, biodegradable etc. are some of the key words that companies focus on currently. But as more and more companies sign up to become green they would need to look at alternate forms of being green to differentiate themselves from the rest. Eg: Assume an Indian company manufacturing cigarette lighters. Is a cigarette lighter a green product? In a linear line of thought, perhaps no. But think about the match stick wastage that it avoids. Does it become green then? How can the company leverage upon this attribute? For this study, a green product would be defined as A product that has a net positive effect on the environment. The net effect is defined as the difference between the benefit and the harm that any product contributes towards the environment throughout its life cycle. Green Marketing Similar to a green product, there are multiple ways in which green marketing can be defined. According to the American Marketing Association, Green marketing is the marketing of products that are presumed to be environmentally safe. Polonsky (1994) states that This early definition has three key components, 1) It is a subset of the overall marketing activity; 2) It examines both positive and negative activities; 3) a narrow range of environmental issues are examined. While this is a useful starting point, to be comprehensive green marketing needs to be more broadly defined. My definition: Green or Environmental marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of those needs and wants occurs, with minimal detrimental impact on the natural environment. As green marketing has evolved over the years, there has been a need to relook at the above definition to incorporate an understanding that goes much beyond the environment. Literature also suggests that green marketing can be looked at both as a technique as well as a school of thought. While the technique part would focus on how to influence consumers to buy a green product say a fuel efficient car, the broader school of thought would focus on changes that can be brought about throughout the entire spectrum of firms operation to benefit the environment and thus eventually the society Firms orientations have centered on production, selling, costs, legislation and PR, whereas the customer has frequently been of marginal interest. Moreover, firms have compartmentalized green marketing rather than developing a holistic perspective that embraces all aspects of the company, the product, and the means of production, consumption, and disposal. Without changes, cynicism and accusations of hypocrisy will continue unabated. (Peattie Crane, 1995) Green marketing strategies employed by most of the firms are merely tactics to gain mileage of the commercial and social front. Some of the commonly used methods employed by firms to show their adoption of green practices are as follows:- Green spinning is a kind of self certification where in the company tries to project a green image by presenting their version of environmental facts and s through PR. Such practices can lead to asymmetric information in the market and harm the credibility of genuine environmental claims made by other firms. Green selling works on the basic premise that anything that is perceived to be green would sell. It refers to the projected product improvements done by the company to the same base product by introducing an additional environmental claim. However, in reality, the product does not undergo any significant change. This technique also depends on the persuasive skills of the individual at the point of sale. Green harvesting refers to the practice where in a firm recognizes that they might be able to manufacture green products at a lower cost. They could then sell these at a premium over the green claims. However, when the time comes to invest more in RD to make products sustainable, the higher costs attributed to this activity, is cited as one of the primary reasons for their non-perusal. Compliance Marketing as the name suggests refers to the practice of adopting green production and marketing techniques sufficient enough to meet the regulatory guidelines imposed by certain higher authorities. In reality, these firms have no intention to become green. Enviropreneur marketing is a technique wherein an individual or a company who is totally committed to the environment develops a product using state of the art engineering and technology. However, the product becomes redundant when it comes to commercial use either because of the high price or more importantly, the lack of application in daily life. As a result, we have a case of a solution being presented for a need gap that never existed. Another activity that can be classified as a subset of green marketing is green advertising. With media explosion in the 1990s, companies find this as one of the cheapest and most effective technique to market its goods. Green advertising varies in the extent to which it addresses environmental issues: from simple claims on the environmental friendliness of products, to corporate image campaigns stressing the environmental credential of large companies, to public campaigns promoting environmentally responsible behaviors. (Iyer, Easwar, Banerjee, Bobby, 1993) This technique, however, perennially suffers from the limitation that, in most cases, what is promised in the communication might not be delivered. In addition, the focus of the communication might be more on the company behind the idea rather than the idea itself. The current literature suggests that, in the race to project a greener image, companies often use tactics which are not necessarily an output of the firms attitude or philosophy towards a greener way of doing things but from a much narrow minded approach to gain market and mind share. The time seems right for firms to beyond some of the short term measures mentioned above and truly understand and adopt the green marketing concept. Once this happens, more thought could go into what a firm can do on a sustainable basis to contribute towards the environment. Labeling and green marketing While the main purpose of any label is provide requisite information to the consumers to assist them in the buying process, for green marketing, its purpose can be further extended to serve as an tool of communicating the effect of the manufacturing and the subsequent consumption that the product has on the environment. As interest in green products and green marketing evolved over the years, a method by which companies could validate their claims to be green was sought. In this regard, labeling or certification was an approach that started to come to the fore especially in the developed nations. There are several approaches to labeling that can be used by a firm for its products or services. A broad label classification would be as follows:- 1. Voluntary vs. Third party 2. Binary vs. Non binary Voluntary labeling refers to the individual company validating its product standards. Third party or independent labeling refers to the practice of an independent agency certifying whether a certain product meets the standards. Binary labeling is the kind where in it answers a yes/no question i.e. if the product has the label; it is fit for consumption, otherwise not. Non binary labeling refers to the extent to which a product meets the specification to classify as green. Eg: A one star rating vs. a two star rating Eco-labeling, defined as the practice of providing information to consumers about a product which is characterized by improved environmental performance and efficiency compared with similar products, has gained increasing popularity in recent years. (Basu, Chau, Grote, 2003) Eco-labeling is a voluntary process of meeting certain minimum environment standards. It is awarded by a third party. While several eco labels exist today, there is no common understanding on what is credible and what is not. Labels such as Green Seal, Ecologo, Energy Star etc. were introduced in the early 1990s. Today more the number of labels for green products has increased manifold. Some of the commonly used labels internationally are mentioned below:- Type of Product Labeling Variety of products Green Seal, Ecologo, SMART Buildings and building materials LEED Wood and Paper FSC Energy Energy Star Computers EPEAT Toys EPA Apart from firms/organizations/ third parties, the government also realized that there was a need to recognize and reward companies that manufacture products that cause minimal environmental damage. The eco labels in some of the countries that have been at the fore front with regards to labeling are listed in the table on the next page:- The eco-label The program objective Government role australia.jpg Australia To contribute to the growth of the environmental consumer market in Australia and add commercial value to companies and businesses which are preferable on environmental grounds. Run by a non-profit organization with little government involvement Canada Promote the efficient use of nonrenewable resources, including fossil fuels; Facilitate the reduction, reuse and recycling of industrial, commercial and consumer waste; Encourage the protection of ecosystems and species diversity Run by the government with the main services outsourced to a private sector company European Union Empowerment of the individual through consumer choice is a central principle of the scheme. By setting strict ecological criteria for product groups, the scheme enables consumers to make reliable and informed decisions. Each member state is required to designate a Competent Body to administer the scheme at a national level. The Competent Bodies must be independent and neutral but with no restriction on level of government involvement Germany The eco-label aims at not only environmental protection but also those of consumer protection. Certification is for those products and services which from a holistic point of view that are particularly environmentally friendly and at the same time up to high standards of industrial safety, health protection Government is heavily involved, together with an independent decision-making body called Environmental Label Jury representing various interests On similar lines, the government of India started a scheme called Eco mark in 1991 to increase consumer awareness and easy identification of environmentally friendly products. The main objectives of the program are:- 1 To provide an incentive for manufacturers and importers to reduce adverse environmental impact of products. 2 To reward genuine initiatives by companies to reduce adverse environmental impact of their products. 3 To assist consumers to become environmentally responsible in their daily lives by providing information to take account of environmental factors in their purchase decisions 4 To encourage citizens to purchase products which have less harmful environmental impacts 5 Ultimately to improve the quality of the environment and to encourage the sustainable management of resources. Source: https://www.envfor.nic.in/cpcb/ecomark/objects.html Though Eco mark was launched a good twenty years back, we really do not know how much of an impact it has had on the industry as a whole. Are companies really working towards this certification? Are consumers aware of this certification? If so, does it matter to them? Another government initiative launched in 2002 called the Bureau of Energy Efficiency (BEE) aims to in developing strategies with an emphasis on self regulation within the framework of the Energy Conservation Act, 2001 with the sole focus on reducing the energy footprint of the Indian industry. BEE co-ordinates with designated consumers, designated agencies and other organizations and recognize, identify and utilize the existing resources and infrastructure, in performing the functions assigned to it under the Energy Conservation Act. The Energy Conservation Act provides for regulatory and promotional functions. In his paper on the future of green labels, (Case, 2009) mentions that there are three critical components of any labeling program the validity of the standard on which the label is based, the process used to set the standard and the verification processes used to determine if a product meets the standard. The process for setting the standard as well as subsequent validation rarely takes into consideration the interest of all the stakeholders i.e. manufactures, end users, suppliers etc. and is focused on only one aspect of the entire certification process. As the number of labels in the market keeps on increasing, it becomes more and more difficult to assess the credibility of each individual label. The lack of a single labeling program gives rise to false claims, false labels and a lot of information asymmetry which leads to market flooded with lemons or sub-standard goods. Another aspect that is often neglected is that of continuous verification and renewal. The shelf life of any certification awarded to a product is limited. Thus, for a green good, such certification should be renewed from time to time. But this is hardly practiced. As a result, may certified goods, though may start out as environment friendly, do not remain so, over their entire life cycle. The current literature thus suggests that, due to the lack of any single and encompassing standard, the necessity and effectiveness of labeling a green product has been marginalized. Due to the presence of a large number of labels across products categories, it becomes even more difficult to communicate genuine environmental claims that an individual or an organization might have with regards to their product or service. Consumer and Eco labeling Too many environmental labels are actually making it more challenging for both government purchasers and the average consumer. Not all labels are created equal. In fact, some of the labels are essentially meaningless. A few creative entrepreneurs have even set up websites to sell environmental certifications online without establishing an environmental standard, requiring any product testing or even reviewing the product. (Case, 2009) In such a situation, it becomes even more important to understand how a consumer reacts to a product label citing environmental claims. Is the consumer aware of the various labels? Does he understand what each label signifies? Even if he does, how much importance is given to the labeling in the overall purchase decision process? In their research on consumer perceptions towards labeling, (Tang, Fryxell, Greald, 2004) try to establish the relationship between the design of the eco-labels and its impact on purchase behavior. Their study concludes that a combination of visual and verbal communication is the much better than the visual only approach followed in most parts of the word. In her study, to establish whether the urban Indian population would show interest in eco-labeled apparel, (Goswami, 2008) concludes that there exists a segment of consumers who would be positively influenced by eco-labels. From the literature, it is evident that labeling could play an important part in the decision making process of a consumer. These consumers may be willing to pay a premium for green products that meet the standards and whose labels clearly explain the benefits of the product. However, more research needs to be carried out regarding the same to strengthen this argument. In addition, more efforts need to go into breaking any barriers that consumers might have in purchasing green products. Knowledge Gap While the international market for green goods is relatively developed, the Indian counterpart is still finding its feet. As the number of Indian companies trying to shift to greener methods of operation increases, the market would also see a steady increase of products which claim to be green. While traditional forms of communication like television or print might be cheap and effective to communicate this claim, it would have to be based on some concrete proof. In this regard, labeling or certification could play an important role. In India, the use of labeling to market green products is still a relatively unknown area. To differentiate in a cluttered green market, labeling if used tactfully could serve as a tool not only to sell but also to educate the consumer. It is this knowledge gap that this project tries to bridge. Research Objectives Carrying forward from the conclusions as drawn from the literature review and the knowledge gap the following research objectives have been identified: To analyze the current state of labeling certification in India with regards to green products To study the existing practices followed by the Indian firms To identify international best practices in the field of eco-labeling and analyze if some of them can be replicated in India To understand the impact labeling has on the purchase decision of the consumer Initial Hypothesis Labeling for green products is like a black box we all know it is important but do not really understand why, so far have not made any significant attempt to uncover this and thus never realized its true potential. This project would attempt to unravel and uncover various aspects linked with the above statement in the Indian context. Rationale This project would primarily look at labeling for green goods from an industry perspective. Some of the sectors that would be looked at are electronic goods refrigerators, ACs; building and building materials and toys. This list is only indicative. The reason for including different product categories is to develop a labeling framework/strategy that could be applied across verticals with minor customizations based on the product category. Any research done from the consumers viewpoint would be thus to help the industry understand of any alternate methods that could be employed to aid consumers purchase decision. Research Areas/Questions The two main areas that would be looked at from the companys view point would be: Labeling for the functional product characteristics Labeling as a tool of for differentiating between competing products How is a company using labeling to communicate any environmental claims that the product might have? From the consumers view point some of the questions that would looked at would be: Does labeling play a part in the purchase decision for a consumer? How can a consumer be assisted in identifying a green product? Do the consumers derive any value from an environmental seal? Research Methodology Research Design The research would be divided into two parts i.e. Primary and Secondary. The secondary data would be reviewed to build a base for the subsequent primary research. The literature review would provide an all round view on the current status of the labeling industry for green goods in India and internationally. In addition, some of the existing works with regards to consumers; labeling and purchase decision would help identify possible untapped areas. The primary research would look at the consumer as well as the industry perspective. The main objective of this research would be to uncover aspects of green labeling relevant to the Indian context that have limited literature support. Consumer The research would involve secondary research and quantitative methods. To establish the key areas that a consumer looks for in a green product label, existing literature would be reviewed. In addition, certain elements would be referenced from a parallel research on consumers and green marketing would be borrowed. This could help establish certain parameters that a consumer looks at while purchasing a green product and thus be further used in the quantitative study. Quantitative This would be done primarily to understand the current level of awareness and understanding of the consumer with respect to green labels. Consumers would be asked to rate the importance of certain parameters on the scale of 1-10. Industry The objective here would be to understand the industry perspective on labeling of green goods i.e. the current practices followed, implementation strategies, way for the future etc. It will help answer questions like why, how and when for the labeling industry in India with regards to green goods. The method used would be in-depth interviews with working professionals or industry experts. This technique would give a holistic view of the current situation. However, since a key part of this project is to look at the words green and labeling in a manner never done before, the above proposed research design might not serve any purpose in this regard. It would thus be important, to also include, certain newer methods/indicators which give a better understanding of an emerging or upcoming area like green labeling. Eg: Look at blogs, discussion forums etc. for key words that might indicate consumer preferences towards green products. Study company policies on environment to gauge their current level of understanding in this area and what they think the future holds for them. Sampling Plan Following are the sampling details for both the consumer and the industry. Consumer The sampling universe would be consumers in any one of the eight metros. The judgmental sampling technique would be used since it is convenient and less time consuming. In addition, the idea is here to study an emerging area. Thus, selecting consumers who could be potential beneficiaries of the changes that might come in the future would be one of the major criteria. Quantitative The aim would be conduct a survey for 80-100 people. A questionnaire would be administered either in person or online. Industry The sampling universe would be the experts from the industry based primarily in the cities of Ahmedabad and Mumbai. The purposive sampling technique would be used. This technique would take into account constraints availability and time when it comes to industry professionals. Data Collection Analysis The data collected from the industry in-depth interviews would firstly establish the current level of awareness and understanding with regards to labeling of green products. The data, once organized, could then be used to draw further insights and conclusions. These could help establish the possible solutions on how labeling could be used more effectively in the future. The technique used to analyze the data from the questionnaire would be multivariate regression analysis. This would help rank the key factors that a consumer looks for while purchasing a green product and thus establish where a label fits into the hierarchy. From an industry viewpoint, this study would aim to:- 1. List the potential advantages of using labeling as a tool to market green products 2. Recommend alternate methods to use labeling more effectively in terms of communicating product attributes and benefits 3. Suggest ways which could help companies differentiate their products on the basis of labeling From a theory viewpoint, this study would:- 1. Determine the position of labeling within a hierarchy of factors framework what are various factors that a consumer considers while buying a green product and where does labeling come into the picture. International Practices Indian Context This section focuses on some of the international practices in labeling and looks at how the same could be replicated or adopted in the Indian context. This section analyzes certain company initiatives, case studies etc. to illustrate ways in which labeling can be used differently and more effectively to reduce the carbon footprint. Wal-Mart sustainability index Wal-Mart is about to redefine the shopping experience. In order to determine social and environmental impact of each product present in its portfolio, Wal-Mart has launched a new project to develop a sustainability index. Soon, suppliers of Wal-Mart would need to submit an assessment form with the details of their carbon footprint, production techniques, energy and materials used etc. This data would then be used to create and index that would rate the product on various attributes. The goal is to create a universal rating system on the lines of an eco-label that certifies products on their environmental and social sustainability. Rand Waddoups, senior director of business strategy and sustainability at Wal-Mart said and I quote, Imagine one day when every product on the shelf has behind it enough information from a life-cycle-thinking perspective that allows us to be much, much more intelligent about how were buying, he said. And really, in the end, eventually, what consumers should be. The index is developed to serve as a tool to combat false or misleading claims. The details of how exactly the indexing system would work are not public yet. Wal-Mart is forming a consortium of sorts consisting of suppliers, other retailers, academicians, and environmentalists etc. to help them with the project. Consumer-goods companies Unilever, Procter Gamble and General Mills among others are partners in the consortium. And competing retailers including Costco and Target have been invited to join. The objective of forming the consortium is two-fold. One, it ensures that the index being developed is not a Wal-Mart index. Two, once the index is developed and accepted, it could then be used by the other retailers. As quoted by Mike Duke, CEO Wal-Mart This is not a Wal-Mart effort, our desire is for this to be a global standard. This Wal-Mart initiative offers both a huge business opportunity and could act as a catalyst to growth o of the environmental business. The suppliers of Wal-Mart may not be necessarily equipped to audit their entire supply chain for the carbon footprint. This has already and could potentially lead to several carbon accounting and auditing firms being formed for the same. Eg: Clear Carbon Consulting, is one of the many consulting firms stepping forward address the knowledge gap and act as a guide to thousands of Wal-Marts suppliers in their journey towards becoming more environment conscious. Clear Carbons method involves using multiple resources like an e-portal, webinars; white papers etc. which could give suppliers strategic insights into becoming environmentally sustainable. Wal-Marts massive reach and cash reserves form the backbone of such an initiative. Though some question Wal-Marts role and credentials to start such an initiative, the possible outcomes could be fruitful if everything goes to plan. Firstly, this initiative, being done by the worlds largest retailer would garner industry as well consumer attention. It could potentially make manufacturers by force and consumers by choice more sensitive towards the environment. As with any category, once one player and in this case the market leader starts an initiative, other in the same business are bound to follow. This Wal-Mart project has the potential to become a game changer in retailing by forcing manufactures do revisit their supply chains and analyze and if required modify certain aspects to meet certain environmental and social standards. While some suppliers might have been keeping a tab of the same for many years, they would now need to report is as per Wal-Marts requirements. Others would need to soon follow so as not to disappear from the retail shelf. There could be a day when the competition for shelf space in a Wal-Mart store is based on the sustainability index too rather than just the price a supplier is willing to pay. The move could start a new era christened Supply Chain Environmentalism. Businesses in this newly minted era of Supply Chain Environmentalism would have an additional tool at their disposal to garner market share and reduce market risks. At present, the differentiation occurs mainly on the basis of price, brand and other traditional techniques. This could change with factors like sustainability and carbon footprint adding to the list of competing factors. Can an Indian retailer do a Wal-Mart? As seen above, an initiative by a strong player in any business does not pass without notice and usually has long lasting effect. The question to be asked is if something similar can be done in the Indian market. Following are some of the Pros and Cons towards such an initiative to be start and eventually work in the Indian Market:- The pros are as below:- Organized is headed towards massive growth due to a booming economy, increasing per capita income and favorable demographic patterns. Government initiatives like relaxation in the FDI norms also are contributing to the retail growth. The Indian market is also characterized by the presence of the big names in the retail business like Reliance, Bharti and the Future Group. If these groups come together and develop a consensus on any issue then they could too use strong arm tactics with the other stakeholders like manufacturers, suppliers etc. More and more Indian companies want to go green. Though currently, it seems to be a fad and a sort of a CSR activity, going forward, these companies would want to incorporate practices that reduce the impact if their operations on the environment and eventually cut cost Entry of global giants like Wal-Mart, Tesco and thus their best green practices may force the local retailers to follow suit. If the trend for green consumerism catches on, the first player to launch such an initiative will attain maximum attention and thus eventually mind and market share. The cons are as below:- The organized retail market forms only 5 percent of the entire retail market. It is a value based model and not a volume one. Thus, introduction of such a label might not be sustainable at this point in time. If the next big wave in the retail market lies in the rural areas, then launching such an initiative in these areas would need massive investment in infrastructure, education, training and other such activities. Due to the presence of a large number of intermediaries in the retail supply chain, the very reason for a launch of such a label might be difficult to explain all the involved players. Case in Point: HP Eco highlights label Green computing or green IT refers to the practice of responsible and environmentally sustainable computing. It involves reducing the impact on the environment through the entire gamut of activities like design, manufacturing, packaging, disposal etc. Hewlett Packard (HP) has been in the forefront of green computing, In August 2008, HP launched a series of initiatives to help consumers reduce their environmental impact when using HPs documentation solutions i.e. copiers, printers etc. One of such initiatives was the launch of the HP Eco Highlights label. As with any label, it was launched to assist consumers in measuring the impact of the HP product on the environment. But there was something different. The label not just highlighted one or two aspects of the environmental impact that the product had but sort of certified it throughout its life cycle from manufacturing to purchase and even had instruction for post purchase usage. Some key highlights of the label included:- Recycled cartridges Recyclable packaging Auto-on/auto-off with deep-sleep modes HP Eco Highlights This case thus shows that a combination of text as well as imagery can be very effective in communicating environmental benefits. In addition, the label highlighted the attributes of the entire process rather than of just the final product. The fact of the matter is that HP adopted the green philosophy across its operations which it could put on this label. Labeling in India This section of the report looks at labeling/certification in the Indian scenario and the practices followed by certain firms in this area. Secondary research and depth interviews were the primary tools used for analysis. The research conducted was restricted to the following categories:- Consumer electronics/ Home Appliances Industrial energy solutions Information Technology Infrastructure and Buildings Organic Food The guidelines for the depth interview with industry experts and the excerpts from all the interviews are detailed in appendices A and B respectively. Case in Point: Indian Green Building Council (IGBC) The leadership in Energy and Environmental Design (LEED) is a building rating system. It was developed by the U.S. Green building council. The system certifies building based on their impact on the environment through the design, construction and maintenance phase. Based on LEED, the Indian Green Building Council (IGBC) was established by the confederation of Indian Industry (CII) to rate buildings in India. The rating system followed by IGBC tries to maintain a balance between the established practices and the emerging concepts. The IGBC certification is much sought after by builders of newer projects. The IGBC certification brings with added benefits like the power to charge a premium for the property besides contributing to the environment. The real growth driver for the IGBC certification has been the spurt in the new constructions for the Indian corporate sector. Many corporate buildings today strive for IGBC certification. This not only gives them brownie points and PR but also acts as a step in their effort to become environmentally conscious. Some of the certified corporate buildings are:- Project Location Rating Wipro Technologies Gurgaon Platinum Microsoft Building 3 Hyderabad Gold Rajiv Gandhi International Airport Hyderabad Silver TCS Techno park Chennai Gold Cognizant green campus Coimbatore Gold Kohinoor Hospital Mumbai Platinum Cisco Bangalore Platinum The IGBC certification is poised for further growth as the real estate sector grows, builders look towards alternate methods to differentiate their properties and corporate India keeps expanding. But there rating system cannot be looked upon in isolation. IGBC rates IT parks and factories based on buildings and immediate premises alone. If such an IT park or a factory employs thousands of people who use one or modes of transportation to reach the place, then is it reducing the carbon footprint or increasing it? May be solution lies in revisiting urban planning and real estate development. Case in Point: Fab India Fab India has been a success story beyond measure. Fab India strives to act as a channel of marketing for diverse craft traditions in India. Its product portfolio includes:- Garments Accessories Home Products Organic food Personal care products Fabindia Organics carries several types of pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs. In India, Organic certification standards are set by the National Programme for Organic Production (NPOP). The basis for these standards is the International Federation of Organic Agriculture. Farmers need to tie-up with one of NPOPs accredited agencies to certify their farm. Full certification takes a process of around three years. Fab India classifies its organic food products on the basis of the following color codes:- Color Meaning GREEN Fully certified Organic farm. No chemicals used for a long time. The product is fully certified by an external accredited organic certifying agency BLUE In conversion. No chemicals used. The produce is from farms in conversion for organic certification YELLOW Natural. Farmed naturally without a history of chemical use. Certification process not yet started. Fab India thus has made an attempt to certify products based on their environmental impact an thereby help the user make an informed choice. Insights/Conclusions In India, labeling of green goods is still an under developed phenomenon. Consumer ignorance is cited as a main reason by the industry for the current state of labeling. Labeling of products is done mainly to comply with certain standards rather than look at it as a tool to communicate information to the consumer. Some companies consider certifications as added cost rather than an investment in building the brand. Infrastructure and IT are the two sectors which have started and could potentially use labeling to not just communicate impact of products on the environment but also a tool to differentiate their proposition. The major source of revenue for the IT industry comes from clients located in U.S. and Europe. Since in these parts of the world, the philosophy of green is much more evolved, the Indian companies are bound to investing heavily in the green initiative and get certification for their products and services to meet quality standards of the west. The green philosophy is not necessarily percolating down to all levels of management. If at the point of sale, there is a knowledge gap with regards to the certification/labeling, such an incident can send the entire green policy for a toss. Labeling the buying process One of the study areas of this project was to identify the role labeling plays in the purchase decision for a consumer. A questionnaire/score sheet was administered to 102 people wherein they were asked to give scores out of ten to the following five parameters:- Brand Packaging Label Price Communication The above 5 parameters were arrived at after exhaustive secondary research, assistance from colleague doing a study in the area of green consumerism and keeping the Indian context in mind with regards to green marketing. In addition, respondents were asked to give an overall rating out of fifty with regards to their intention to purchase a green product given that This primary research was subject to the following assumptions:- Assumptions A green product here is limited to the following product categories:- o Electronic goods computers, ACs, mobiles etc. o Alternate Energy devices Solar water heaters o Automobiles Hybrid Cars like the Toyota Prius The above five parameters are the only ones that a consumer considers while purchasing a green product. The factor communication is all inclusive of advertising, sales promotion, point of sale activities etc. The impact(positive) that a product has on the environment is constant for all the products Analysis After data cleansing, the data set was reduced to ninety two. A multivariate regression analysis was run on this data with the following results:- Model Variables Entered Variables Removed Method 1 Communication, Packaging, Brand, Label, Price(a) . Enter a All requested variables entered. b Dependent Variable: Overall Model Summary(b) Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson 1 .996(a) .992 .991 .590 1.950 a Predictors: (Constant), Communication, Packaging, Brand, Label, Price b Dependent Variable: Overall Coefficients(a) Model Unstandardized Coefficients Standardized Coefficients t Sig. Collinearity Statistics B Std. Error Beta Tolerance VIF B Std. Error 1 (Constant) .364 .561 .649 .519 Brand 1.036 .037 .325 27.754 .000 .938 1.066 Packaging .981 .036 .321 27.421 .000 .937 1.067 Label .904 .061 .175 14.745 .000 .917 1.091 Price 1.044 .029 .462 36.014 .000 .781 1.280 Communication 1.009 .028 .461 35.624 .000 .768 1.302 a Dependent Variable: Overall The detailed regression output is attached in Appendix A. Based on the regression analysis, the following framework arises:- Hierarchy of Factors The above framework shows the relative importance of all the factors that a consumer considers while purchasing a green product. Though, through analysis done on the data, it is possible to associate a numerical value to the importance in terms of percentage, the same has not been done, due to limited sample available. Insights/Conclusion Price, communication and brand are the primary factors a consumer looks at while purchasing a green product. This is primarily because the market for green products is still in the developing stage and thus it is much easier for a consumer base his or her judgment on the popular parameters. Since green products are still bound by a limited audience, there is a perception that anything green is expensive. Thus, price becomes of primary importance while making a purchase. Once consumer acceptance for green products increases and such products achieve mass appeal, price will reduce further and thus may not remain of prime importance while making a buying decision. The reason why labeling comes at the bottom of the hierarchy is primarily because of the low awareness and understanding at this point in time. In addition, the focus of most of the brands is on the other communication tools like traditional advertising TV and print to which the audience is most exposed to. Conclusion The initial hypothesis of Labeling for green products being like a black box holds true for the Indian context. Most of the current certifications focus only on one attribute or the final product. As a result, the impact on the environment through the course of the product life cycle from manufacturing to consumption to disposal is lost and never addressed. A majority of the consumer product companies view certifications has a necessary evil. Certifications in most cases are done for the sake of it without any thought towards how they could be utilized to market the product. However, there are exceptions like Fab India. Some companies even consider it as cost that could affect their margins. Even those that invest in and want its products to meet certain quality standards do not have policies and procedures in place to ensure participation throughout the value chain. As a result, a green initiative that starts from the corporate head quarters does not have a cascading effect. Eg: Videocon has undergone a rebranding exercise to project a greener image and show their concern for the environment. However, no information is available easily on how exactly it plans to adopt this green thinking throughout its value chain. A major part of the communication spends for any green initiative is towards traditional advertising like print and television. This is primarily high reach of the medium and the low cost incurred per person. Not much thought is put into using this money at the point of sale by investing into activities like labeling. In addition, most of the current communication is campaign focused thus propagating the brand only. Eg: IDEAs latest campaign of propagating usage of mobile VAS services and thus saving paper. While usage of mobile phones would save paper, what about the carbon footprint its production, consumption (of electricity) and disposal imprint? The institutional market is much more aware and developed with regards to certification. Companies need to follow certain guidelines for which they need certification. IT and infrastructure companies are driving the growth here. IT companies look upon certifications as a source the boost their image. With more and more projects like Amby Valley, Sahara City etc. coming up, such projects vie for the latest green house certification. Consumer segmentation is nonexistent when it comes to marketing of green goods. This is because of the view of most companies that anything that is harmful to the environment is shared problem of the entire population. The only segmentation that is done as of now is based on geography i.e. urban and rural areas. There is a lack of awareness and understanding amongst the consumers with regards to green labels. Thus, it does not carry much weight in their selection of one product over the other. The government certification agencies like Eco Mark, BEE, MNRE, SEC etc. have been successful only to a point and for select product categories. Recommendations Labeling of green products need not become the primary factor while the purchasing process. In fact, it will always continue to act as a support function. However, it has the potential to shift higher in the hierarchy of effects framework described earlier to become the second or third criteria while buying a product. In India, for this to happen, following are some thoughts that could help achieve the same and drive the green movement forward:- Since the market for green goods is still in the introduction phase, no consumer database is available. As a result, companies do not follow any segmentation approach while talking to the consumers. A one size fits all approach is adopted. This needs to change with companies identifying how each consumer consumption habits can be mapped to the environment. A starting point for the same could be to look at proxy factors like Fab India sales data, companies promoting video conferencing etc. Green labels need to become much more visible in the retail landscape. In this regard, a Wal-Mart kind of sustainability index solution in the Indian market could help achieve this. A big player like Reliance can take the lead in such a case. To gain credibility, the labels should ideally communicate the impact on the environment through the life cycle of the product. The labels must carry visual as well as verbal communication to communicate this. The HP Eco-Highlights label is an example for the same. This not only educates the customer but also increases the effectiveness of the label. Increasing consumer participation can help spread awareness about labeling and certifications. Eg: A URL on the label inviting customers (and prospective customers) to learn and participate in any discussion on certifications will not only spread awareness but also give impetus to the green movement. To build consumer awareness, more initiatives like the NDTV-Toyota Greenathon can be launched. A single third party certification agency or body with all industries covered would be the ideal solution to solve the issue of credibility. Limitations The idea of a green good and green marketing is still very new in the Indian context. In addition, it is an area where in any company would always want to project its concern for the environment. An issue where all the correct things are said in the public domain, without any concrete proof for the same. In this regard, some of the research conducted as part of this study, especially the in-depth interviews might not show the complete picture. There are multiple factors that can either assist or deter the growth of green marketing and labeling in India. For this study, some assumptions have been made regarding the same. Eg: This study mainly focuses on the industry point of view. It does detail any factor from the consumer side that could act as a potential deterrent to the acceptance of green marketing and labeling. Future Scope The study conducted was primarily done with an urban focus. Rural India presents a huge opportunity for usage of alternate forms of energy and other green products. Currently, the largest market for solar panels is in the rural areas. As more and more companies shift their focus to rural India and start developing products for the same with a green mindset, someone other than the government would need to help them asses and certify the quality of the products. In such a scenario, especially in the media dark areas, labeling could help rural consumers identify eco-friendly products. This area presents tremendous opportunity and raises issues like what aspects should be labeled? Should it be done in the local language? Will only visual communication work? The Indian economy is a service economy. In the service industry, processes need to be certified. Right from restaurants, hospitals, airports etc. vie for the highest level of certification. Is this only for building an image or a well thought out plan to reduce the carbon footprint? What does ISO 9000 or 14000 mean to the consumer? Does he even bother about such certifications? Another potential area for this kind of study in the area of labeling/certifications. Out of the Box Redefining Green Since the study started with looking at green, green marketing and labeling in a manner never done before, I feel it should also end with something different. The following is not necessarily based on any kind of research but is an output of the work done during the course of this study. My analysis as described in the sections above uses a top-down approach to show the current state of labeling in India, what could be done to help it grow in the future etc. Now, in the section below, I suggest some thoughts that could be looked upon while approaching the topic of labeling and green marketing. A cigarette lighter could be potentially marketed as green product. Over the life cycle of a cigarette lighter, imagine the number of match sticks that could be done without and thus the wood and so on. If some study can be conducted in this area and this can be proved, then the lighter can carry a label communicating the same. A video conferencing is a green product. This is because it is possible to communicate with people at different locations without the need to be physically present at those locations thus reducing possible Co2 emissions from cars, planes and avoiding the usage of other allied places like hotels etc. Most of the current certifications on any video conferencing device are related to the four aspects audio, video, networks and standards. Perhaps, there can be an additional label stating the reduction in carbon footprint the device can cause. A popular beverage in India is coconut water. An unadulterated beverage, it can be considered as an effort to become green. Can there be a company that puts a label on this highlighting this fact? Appendix A Depth Interview Guideline Since, the interviews were done in conjunction with another research in the similar area of green marketing, only the questions pertinent to this study are mentioned below:- Some of the key issues/questions that the guideline addressed were:- What are the various certifications that the products you manufacture carry? Could you please describe the importance of each of the certification carried by your product? Do such certifications/ labeling programs help in the communicating what the company is doing for the environment? What role can labeling/certification play in promotion of green goods? Do you think labeling can serve as a tool to differentiate amongst competing products? If so, why and how? Rural areas and certification/labeling can we bridge the education gap? Appendix B Industry Interview Excerpts The excerpts of the interviews from the various industry experts are documented below. Interview 1 Name Mr Bhaskar Company XYZ (Name changed on request) A leading IT company Designation GM, Product Marketing Mr. Bhaskar said that since he was in the IT products business, labeling was extensively used. Labels like Energy Star were used to convey the energy saving for a computer and associated peripherals. He said that IT companies in particular were at the forefront of the green movement and thus use of labeling followed. Eg: Every leading manufacturer has a Please shut your laptop sticker. The reason why labeling is not given much importance is the additional cost involved in getting the certification or putting up a sticker and also due to consumer ignorance. He felt that there is a serious need for a single regulatory body to certify all products and thus eliminate any bias. Works Cited Babyak, R. (2008). The Meaning of Greening. Appliance Design , 4-4. Basu, K., Chau, N., Grote, U. (2003). Eco-Labeling and Stages of Development. Review of Development Economics , 228-247. Case, S. (2009). The Future of Green Labels. Government Procurement , 22-23. Delise, J. (2009). The Meaning of Green. DMI News Views , 6-15. Goswami, P. (2008). Is the urban Indian consumer ready for clothing with eco-labels? International Journal of Consumer Studies , 438-446. Iyer, Easwar, Banerjee, Bobby. (1993). Anatomy of green advertising. Advances in Consumer Research , 494-501. Jain, S., Gurmeet, K. (2004). Green Marketing: An Indian Perspective. Decision , 168-209. Kleiner, A. (1991). What does it mean to be Green? Harward Business Review , 38-47. Payne, H. (2006). Standardised description, A form os specification labeling. Journal of Marketing , 234-241. Saxe, D. (2009). What does Green mean? Pollution Engineering , 18-19. Tang, E., Fryxell, Greald, E. (2004). Visual and Verbal Communication in the design of Eco-Lable for Green Consumer products. Journal of International Consumer Marketing , 85-105. Bibliography EUs eco-labeling scheme to tackle more products, Nov 17 2009, retrieved from https://www.reuters.com/article/GCA-GreenBusiness/idUSTRE5AG3WJ20091117 on Nov 20, 2009. India to promote green trade in ornamental fish, Oct 2008, retrieved from https://www.livemint.com/2008/10/22230545/India-to-promote-green-trade-i.html on Nov 20, 2009. Wal-Mart to label products with eco ratings, Jul 2009, retrieved from https://news.cnet.com/8301-11128_3-10288186-54.html on Nov 20, 2009. Eco-labeling: The power of informed consumers, Jul 2004, retrieved from https://www.wri.org/publication/content/8541 on Nov 20, 2009. Consumer pressure would drive the market for green products, Aug 2009, retrieved from https://www.financialexpress.com/news/consumer-pressure-will-drive-the-market-for-green-products/509025/ on Nov 20, 2009. Wal-Mart to add green label to products, Aug 2009, retrieved from https://www.thegreenparent.com/2009/07/17/wal-mart-to-add-green-label-to-products/ on Dec 20, 2009. 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HP to put Eco Highlights label on products, guilt comes on the side, May 2008, retrieved from https://www.engadget.com/2008/05/22/hp-to-put-eco-highlights-label-on-products-guilt-comes-on-the-s/ on Feb 1, 2009. HP introduces new green label for products, May 2008, retrieved from https://news.cnet.com/8301-10784_3-9949716-7.html on Feb 10, 2009. HPs new Eco-Friendly Printer Push, May 2008, retrieved from https://www.ecommercetimes.com/story/63082.html on Feb 10, 2009. The Green side of video conferencing, Aug 2007, retrieved from https://www.tmcnet.com/channels/video-conferencing/articles/9775-green-side-video-conferencing.htm on Feb 10, 2009. https://www.bhel.com/home.php https://www.mnre.gov.in/ www.in.alstom.com/ www.mirabilisdesign.com/ https://www.igbc.in/site/igbc/faq.jsp https://www.envfor.nic.in/cpcb/ecomark/ecomark.html https://www.epeat.net/

Communication Is The Single Contingency Perspective

Over the course of the semester we have studied a wide range of subject matter including effective forms of communication, sexual assault, racism, face threats, and many other important concepts that one must to take in to account while attempting to understand how communication functions. Even though we have explored such a wide range of materials, three important concepts have remained relevant throughout the course of the semester. Those three concepts are the single, double, and triple contingency perspectives that we as communication scholars can use to evaluate how communication functions in society. These different ways of viewing communication help us to understand how communication is the building blocks for our social norms and†¦show more content†¦Either way the single contingency perspective puts all of the pressure on the sender to be able to properly formulate his or her ideas and effectively communicate those ideas to the receiver in order to achieve the desir ed outcome. The next perspective we used to gain a better understanding of how communication functions, is the double contingency perspective. This perspective is a step back from the single contingency perspective in the sense that instead of solely evaluating the sender the double contingency perspective also evaluates the receiver and takes into account the social, local, and cultural context of what is being said. What this means is the double contingency perspective looks at how other people and or the receiver might interpret the message being sent. For example, if you are talking to someone from a different cultural background and use a slang term they might not be able to understand the message you are sending them. Another example of how this perspective differs from the single contingency perspective is on the subject of self-disclosure. Some cultures believe that disclosing lots of personal information is a good way of building relationship while other cultures believe that it is not appropriate to disclose personal information