Yet, we're not accustumed to posting here,
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Especially, it's hard to copy the tables of MSword -.-;
Our materials would be modified, made up for somethings, go on..
1. Korean consumers’ perception toward to go ‘green’ is fast changing
In early 2000, the notions and perception to go ‘green’ wasn’t settled in Korea. But the impulse to go ‘green’ is spreading fast than ever by the quality of life is getting higher since the economic growth after getting over the IMF crisis. This led to evoke the demands on naturalism and to develop the perceptions towards green. In earlier, consumers pursued about ‘green’ for their individual beauty and heath care, this consumer lifestyle called ‘well-looking’. However, the recent trend has been extended to the environmental concerns and this trend developed another consumer lifestyle called ‘LOHAS’.
(EXHIBIT 1)
A group of people who are pursuing beauty and diet to show off others. Those are willing to purchase products in a line of natural look and feel such as unstimulating beauty products.
-Well-being
A group of people who are pursuing happy life through harmony of body and mental health. Those are willing to purchase the products whatever the products packed as well-being style even though the products actually were produced under against environment.
-SLOBBIE
(Slow but better working people)
A group of people who are pursuing quality of living. They care about body health as well as mental health and life-satisfaction for their individuals and families. Those are willing to purchase traditional products produced based on naturalism.
-LOHAS
(Lifestyles of health and sustainability)
A group of people who are pursuing sustainable living, green ecological initiatives, and generally composed of a relatively upscale and well-educated population segment. Those are willing to purchase environmental friendly products.
2. Green Marketing Cases (Lotte Department Store)
Lotte is one of the biggest department stores in Korea. They established an environmental management team in marketing department in 2003 and is performing their green marketing communication widely from their internal level of campaigns to external level of campaigns by now. The case is known to one of the best examples toward ‘going green’ in Korea.
● Green marketing with consumers
Lotte is performing diverse green campaigns that encourage local consumers to join their activities. To meet demands on safe foods, Lotte launched its private brand for organic foods, Purum (which mean green), and sales 100% organic and environmental friendly foods through all Lotte department stores in nation. Lotte also introduced ‘using shopping basket’ campaign by developing and distributing Lotte eco-bag to customers. The consumers who brings with Lotte eco-bag will get certain amount of mileage. Since 2004, all the leaflets which are distributed daily with newspaper (approx. 800 mil. sheets a year) are printed on recycled papers with soy ink and this activity has been well received by consumers.
The department store sometimes can be a place to experience the importance of the environment. On Earth Day, Lotte, co-op. with Environmental Foundation, conducted ‘Eco product exhibition’ which introduced and gave a chance to experience environmental friendly products. Lotte offers to experience real environment by making ecological parks on their rooftop or in empty places in the stores.
l Divers experience programs and events
Lotte also performs divers programs which offer environment experiences for consumers from outside of the stores. ‘Lotte Children’s School’ and ‘Club for Green Lady’ are those. Consumers can experience environments such as visiting wetlands and organic farms.
l Co-op. with local environmental NGOs.
Lotte joined ‘the one-ten thousandth club(Companies donate 1/10,000 of their yearly sales)’ in 2004 and have donated certain amount of yearly sales figures of selling gift card. Further for the donation, Lotte cooperates with local environmental foundation and performs most environmental campaigns. So they do their best to keep connection with local environmental NGOs.
Lotte makes various efforts beyond the sight of public. To reduce carbon footprint, Lotte removed all the lights under the handles of escalators and changed to indirect lightings from direct lightings. To save water, they use recycled water which was once used. Since 2002, all 23 stores in nations are performing a campaign called ‘1 store for 1 mountain’ which each of Lotte department store selects one mountain nearby and devotes times for planting and cleanup regularly.
l A series of print campaign under the slogan of ‘Think Tomorrow’
- Apr. 2004 1st – 2nd Print Ads
- Sep. 2004 – 2005 3rd – 4th Print Ads
3. Mr. Green Goer VS Big Greenwasher
●Yuhan Kimberly,
being the pioneering Green Goer & most respected foreign-invested company in Korea
Yuhan-Kimberly was ranked as the most popular foreign-invested company among young jobseekers in South Korea, elbowing aside Google Korea, which had long been in the top place. Yuhan-Kimberly, a joint venture between U.S.-based Kimberly-Clark and South Korea-based Yuhan, is well known for its benefits package, which covers a flexible work shift system, lifetime education and family-friendly management among others.
Clean production that does not waste resources and efficient transparent management" is the concept of Yuhan-Kimberly.A company with no "confidential money" used to bribe public officials, no "secret funds" and no internal "auditing office."
Moon, the former CEO of staple product maker Yuhan-Kimberly, is known for his image of a corruption-free business leader thanks to his stable management of the company.
Moon explained the company imported pulp to cover only 5% of its production while 95% was produced from re-cycled paper. Moon has played an active role in the "Forest for Life" (FFL) movement since 1983 and is called "Chief Environmental Officer" by his staff. His efforts for FFL are shown in the environmental group's catch phrase which was devised by Moon: Keep Korea Green.
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