The Fools in William Shakespeares Romeo and Juliet :: Romeo and Juliet Essays

The fall of Romeo and Juliet is a perfection of numerous components. A controlling dad, a progressing quarrel and an artless minister all add to this calamity, in any case, generally, it was Romeo and Juliet themselves that helped out their own fate. The two darlings were destined to meet and kick the bucket, yet this never could've occurred without their assistance. Had they been understanding and levelheaded, maybe the circumstance would've worked itself out, however what can one anticipate from several multi year olds who demand that they are enamored?        The principal occurrence of Romeo's youthfulness happens when he first experiences the stunning Juliet. He realize that the gathering is facilitated by the Capulets, but then he still decides to go to at any rate. As a young person, he wants to party and is certain that there will be pretty young ladies there in which to play with. Rather than being discerning and understanding that this gathering was a poorly conceived notion for a Montague, he and his companions enter unafraid.        Once the gathering is finished, Romeo hears Juliet on her gallery discussing how she cherishes Romeo and together they discuss their approaching marriage. What? It appears that they are fixated, not in affection. How might they love each other when indeed they have quite recently met hours sooner? They are kids who have pulverizes and a lot of drama to improve it.        Romeo shows his youthfulness again when he kills the Capulet, Tybalt. Being an optimist, he doesn't consider the results of his activities. He realizes that Tybalt is Juliet's cousin, and that harming him would wreck any possibility of them getting together authentically, yet he does it in any case. Rather than delaying a second and pondering the circumstance in a grown-up way, Romeo permits fire[ey'd] fierceness be [his] conduct... and in a flash murders Tybalt.        Although more reasonable than Romeo, Juliet has cases of passionate show and restlessness that represent a multi year old young lady with a horrible captivation. Valid, her dad is demanding that she wed Paris, however Juliet never leaves her inclination for Romeo alone known to her folks. Rather than telling the truth about her union with Romeo, she drives her folks to accept that it is

Markteing Essay Example | Topics and Well Written Essays - 750 words

Markteing - Essay Example For the reason, it is basic that the organization picked has different after-deals rehearses like that of guarantees and post-deal administration among others. The reasons why Nike is one of the most favored brands all through the different client sections the whole way across the globe can be subverted underneath. To sum things up, it tends to be said that the gathering has truly utilized the different persuasive hypotheses to frame itself a solid brand of inclination. The gathering has effectively served all the classes that impacts buyer purchasing choice procedure as follows: Individual †The different components that incorporate with in the domain of the individual variables resemble that old enough, sexual orientation, race and so forth. Nike has effectively provided food every one of these focuses. It has its items for both the sexes and nearly for all the age bunches that are related with different games. Mental †The mental factor of the customer conduct has many sub-factors remembered for it like intentions, discernment, information and capacity, character and perspectives. It very well may be alluded absent a lot of uncertainty that Nike has truly met and surpassed all the mental elements. With broad innovative work in its different items, it has picked up the necessary information and capacity and adjusted itself to the inspiration of the competitors of performing better. Today, Nike has been a name in way of life thus has the necessary positive observation from the clients all through the world. Social †The buyers and the planned clients are frequently impacted by different outer elements which can be clubbed together under the social components. It incorporates the assessment chiefs, impacts and pretended by families, culture and sub-culture, social class and the reference gatherings. In the cutting edge universe of huge rivalry, the onus lies on the corporate to use these social factors in the most ideal manner it can in support of its. What's more, Nike has truly done it estimably. The way that the organization

How does technology effects us? Essay

Glance back at our day up until this point, what number of individuals have we seen disregarding their general surroundings, not focusing on the clerk or not engrossing the data in class? In Alina Tugend paper, performing multiple tasks can make you lose†¦Um†¦ center, she detailed that performing various tasks may appear as though it spares individuals time nonetheless, it makes individuals less effective. The facts may demonstrate that innovation gives us efficient gadgets like push to vehicles, mobile phones that comprise of 4G web access, and clothes washers with worked in dyers; anyway the greater part of us despite everything whine about not having sufficient opportunity. Like everything else on the planet, innovation has its upsides and downsides; it influences peoples’ focus, composing aptitudes, and what we think about the real world; yet how precisely is innovation influencing the manner in which we think, perused, compose and live? The advancement of innova tion has significantly improved my life yet lessened it simultaneously. It carried me closer to my family in Trinidad after my dad spent, three years prior. Signing onto Facebook and Instagram, accepting calls, instant messages, video visiting kept me attach into their reality day in and day out. In spite of the fact that we manufactured such a solid relationship inside those years, I was absolutely disengaging based on what was happening around me and my close family. I resulted in these present circumstances acknowledgment when my little sister’s fifth birthday celebration almost past without me taking note. The variety of innovation can be an interruption; for my situation, I withdrew myself from the most noteworthy piece of my life. Innovation can be an interruption during office gatherings, day by day human communication, study time and even our focus; since, we are continually being hindered by a call, instant message or a game warning. Tugend, who composed, Multitasking Can Make You Lose†¦Um†¦Focus, clarified that performing multiple tasks really postpones our procedure as opposed to quickening it. We regularly accept that doing numerous assignments would be easy however it causes a wealth of stress. Research has demonstrated that the human brain can just center â€Å"on a couple of things at a time† (716). I think performing multiple tasks all relies upon the two undertakings that is being joined, for instance: tuning in to music while doing math schoolwork appears to me as a decent blend on the grounds that the music is helping the specialist better adapt to the m ath issues. Then again, driving while content messagingâ can be an interruption since, they exercises require full concentration and fixation. Center is significant with regards to performing multiple tasks yet additionally huge when utilizing the web to look through long bits of composing. In Nicholas Carr’s paper, Is Google Making Us Stupid, he states, â€Å"research that once required days in the stacks or periodical room of libraries should now be possible in minutes† (732). The utilization of innovation is exceptionally useful and time proficient, anyway does the professionals conquered the cons? Carr likewise examines the battle against innovation to remain center; since now daily, â€Å"†¦three or four passages is an excessive amount to absorb† (733). I figured that we should understand that perusing doesn’t come normal like discourse does. We should continue preparing ourselves to peruse regardless of if it’s in a soft cover book or a web based blogging website without interruptions. Numerous instructors and guardians accept most young people are diverted by content informing (messaging). An assortment of educators dispraise messaging in light of the fact that most understudies use content slag and shortened form in profic ient compositions, and understudies don't get aware of the reality. Additionally there are parent who think messaging adversely sway their kids relational abilities. Then again, Michaela Cullington, the composition of Does Texting Affect Writing, would undoubtedly oppose this idea. Cullington accepts that messaging rouse understudy to compose and furthermore it is â€Å"practice in explicit composing abilities, and a chance to pick up trust in their writing† (89-90). After her exploration she was persuade that messaging isn't meddling in students’ composing aptitudes. I got myself a lot of times utilizing content slag when composing a paper to transform into class. Luckily, I have instructed myself to content in complete sentence and utilize right shortened form so it wouldn’t meddle with my composing aptitudes. In the event that content informing doesn’t meddle than perhaps games can. Sam Anderson would consider games like Angry Birds or Fruit Ninja as â€Å"Hyperaddictive inept games,† in light of the fact that it’s a straightforward thing that gets addictive and in the end structure into an interruption. In Anderson article, Just One More Game†¦: Angry Birds, Farmville, and Other Hyperaddictive Stupid Games, he shows that inept games were intended to spring up in different events. For instance, you are doing math schoolwork and you get an instant message and unexpectedly it’s an hour later and you are propelling another fledgling. Individuals are so connected to their telephones since game-examines researchers uniquely configuration games to be so addictive. Particularly since individuals can a play game anyplace at the palms of their hands. Utilizing the equivalent addictingâ technology can presumably â€Å"help take care of genuine issues like weight, training and government abuse† (67). Living in an age where innovation influence everything around us including our correspondence, performing multiple tasks, focus, composing aptitudes, and our perspective on the real world. I accept that innovation was made to make our lives simpler tragically, it can bring upon more troubles throughout our life. Innovation will consistently be winning and it is our duty to work with it. Most of individuals today have gotten so subject to innovation that they aren’t have the option to work an entire day without it. I trust it is up to the individuals of America to choose whether we have exploited innovation, or has innovation exploited us, without us monitoring it. Works Cited Anderson, Sam. â€Å"Just One More Game†¦: Angry Birds, Farmville, and Other Hyperaddictive Stupid Games.† The Norton Field Guide to Writing with Readings. Richard Bullock and Maureen Daly Goggin. New York, London: W.W. Norton and Company, 2013. 64-69 Print. Carr, Nicholas. â€Å"Is Google Making Us Stupid† The Norton Field Guide to Writing with Readings. Richard Bullock and Maureen Daly Goggin. New York, London: W.W. Norton and Company, 2013.731-744. Print. Cullington, Michaela. â€Å"Does messaging influence writing† The Norton Field Guide to Writing with Readings. Richard Bullock and Maureen Daly Goggin. New York, London: W.W. Norton and Company, 2013.87-95. Print. Tugend, Alina. â€Å" Multitasking can make us lose†¦Um†¦Focus.† The Norton Field Guide to Writing with Readings. Richard Bullock and Maureen Daly Goggin. New York, London: W.W. Norton and Company, 2013.714-718. Print.

Undergraduate students explore how our favorite brands shape the world

When it comes to innovation in consumer goods, packaging is an area where the pace of change rarely lets up. It forms the first and most fundamental image of a brand in the buyer’s mind. To explore this idea further, and as part of the elective course Managing Customer Experiences, London Hult undergraduate professor Mike Berry arranged for his students to visit the  Museum of Brands: home to a large collection (over 15,000) of items charting British consumer history.  The museum examines the history of consumer culture from Victorian times to the present day. Professor Mike Berry talks to Learning Officer Amy Kingsbury-Barker The day was led by Learning Officer, Amy Kingsbury-Barker, who conducted a workshop with students to examine the development of specific brands, their products, and the way in which they adapt to suit consumers needs. Why brands are constantly evolving Students talked about how the packaging we choose and use reflects a lot about ourselves and about the world around us. From technological developments to wars to key trends, there are many factors that can prompt a brand to overhaul the way they package their products and portray their brand. Students take part in a workshop   During the workshop, students were given one product to focus on in small groups. They were asked to identify the target audience for the product and to think about how they could improve the packaging to suit todays consumer. Students suggested ways to alter the packaging, such as by making it more eco-friendly, and then pitched their ideas to their fellow classmates. Brands develop and maintain their identity but they also need to adapt to our needs as consumers. From this exercise, it was obvious how brands develop and maintain their identity but need to adapt to our needs as consumers. They need to evolve and reflect our views but also stand out from the sheer volume of competitors around the world. Brands are constantly evolving and the process isnt going to stop anytime soon–hopefully, our students will be a part of that process. Students explore the exhibited products We caught up with professor Mike Berry to find out about the course he teaches and the purpose of the visit to the museum: Can you tell us about the course the students are taking? This is the last class in a course called Managing Customer Experiences. We’ve been talking about keeping our customers loyal, how to communicate with them, how to boost the customer lifetime value of the brand, and also how to up-sell and cross-sell. This museum and experience is highly relevant as it’s all about customer experiences, packaging, and the image of the brand. As teachers at Hult, we have a general mission to interest the students in the subject to stimulate their brains and maybe even their ambitions. Why are we here today at the brand museum? It’s good to mix up the learning and the teaching. We try and do different things to make the course varied and interesting. People learn in different ways so it’s good to have a range of different stimuli, from classroom teaching to group discussions to team assignments. As teachers at Hult, we have a general mission to interest the students in the subject to stimulate their brains and maybe even their ambitions. This is an elective course the students have chosen to take as they want to work in marketing, and this is an interesting and useful example of real-world marketing which will hopefully prompt them to think about the evolution of brands in general. Marketing is a profession where you prove your value as you learn and progress in your career. Is there one piece of advice you’d give to someone who’d like to go into marketing/branding? Yes, be prepared to start at a low level and work your way up. Most CMOs have started as brand managers and marketing is a profession where you prove your value as you learn and progress in your career. If you find this sort of museum and these exhibits and sort of thinking interesting, I’d encourage you to look at applying to graduate trainee jobs in a marketing function and think about joining a company where you admire the branding and the advertizing. There’ll be people there that you can learn from. Be prepared to learn a lot in an exciting and challenging environment. Interested in finding out more about our programs at Hult? Download a brochure here. Hult Rotation offers you a chance to study in a truly global way. Our rotation program allows you to study and be immersed in some of the finest cities in the world. 📠¸: @jasminmanzano . Hult Rotation offers you a chance to study in a truly global way. Our rotation program allows you to study and be immersed in some of the finest cities in the world. 📠¸: @jasminmanzano . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021 Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021"> During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . Happy New Year, Hultians! . Happy New Year, Hultians! .

Low And Decreasing Self Esteem During Adolescence

Low and Decreasing Self-Esteem During Adolescence Critique Steiger, Allemand, Robins, and Fend (2014) hypothesized that not only the level but also the change in self-esteem affect depression. Using data from over a 23 year span, they investigated adolescent level and change in self-esteem and examined their predictive effects on adult depressive symptoms two decades later. Self-esteem was assessed annually from age 12 to 16, and depression was assessed at age 16 and 35. Subsequently, they found that results demonstrated that both the level and change in self-esteem served as predictors for adult depression (Steiger et al., 2014). Individuals who entered adolescence with low self-esteem, and or whose self esteem declined further during†¦show more content†¦The participants rated each item on a scale consisting of 0 for disagree, and 1 for agree. The items were added to create a total score ranging from 0 to 8. Furthermore, domain-specific self-esteem was also measured. This was a measurement of physical appearance and academ ic competence. Subsequently, each self-esteem domain was measured with six items. Participants rated each item on a scale consisting of 0 for not true and 1 for true for me. The items were then added to create scores ranging from 0 to 6. Further still, depression at age 16 was measured using 13 items from the original Beck Depression Inventory, while depression from age 12-15 was not measured (Steiger et al., 2014). Subsequently, participants were asked how often they had experienced depressive symptoms during the preceding week. The participants were informed to indicate which sentence out of four possible answers reflected their feeling most accurately. In adulthood, seven items from the Beck Depression Inventory were used to measure depressive symptoms. The Participants were asked how often they typically experience depressive symptoms. Participants rated each item on a 6-point scale. Consequently, Steiger et al. (2014) controlled for three variables when examining the effec ts of self-esteem on depression. First, they controlled for peer popularity when examining the effect of global self-esteem. Peer popularity was rated through peers of the same school and

A Study On Genetically Modified Food - 1356 Words

Arsha Chacko Dr. Rosann Bar Anthropology of Food 10 April 2015 Genetically Modified Food Have you ever thought about the science perspective in the food you eat ? We know science plays a major role in life. Science has made a big change in life throughout the years. Using biotechnology and food contaminations in our food productions, there have been food genetically altered. We know vegetables and other food we buy are bigger in size than usual.We also know the shapes of these vegetables and fruits also look different. We know food production companies and farms inject chemicals into them but we never go into further details understanding why the food we eat is like that. The food we eat are mostly all genetically modified. Genetically Modified foods are used widespread throughout the world. There have been many changes to the food we eat with the use of technology.There has also been differences in the way food is grown and produced. Many foods people buy at grocery stores are genetically modified and people are unaware of that. They are modified to increased longevity ,for greater resistance to pests and viruses, shortening ripen foods and also to make food taste better with higher nutritional values. There are techniques used when food is being genetically modified. A. genetic material (DNA) is altered by adding specific genes. It is through genetic engineering in which the process of artificially modified genes are cut and spliced DNA. Genetic engineering is done toShow MoreRelatedCase Study : Genetically Modified Foods1614 Words   |  7 PagesCase Study: Genetically Modified Foods Genetically modified foods, also referred to as GM foods, are foods produced from modified organisms, causing them to grow in an unnatural way. Over the past decades, GM foods have filled society’s needs as it allows a number of fruit and vegetables to be produced all year round. For example, inserting organisms from the Arctic Flounder Fish into tomato DNA to increase growth in extremely cold temperatures. This narrows the chances of tomatoes becoming frozenRead MoreGenetically Modified Foods ( Gmos )898 Words   |  4 Pagesâ€Å"Have you ever thought about what is in your food?† In today’s society Genetically Modified Foods (GMOs) can be found and purchased in most farmers markets across the United States. Genetically modified foods are designed to resist or tolerate pesticides, insects, and viruses (Segen’s Medical Dictionary). When changing the DNA makeup of an organism it alters the gene pool and can in fact lead to an unstable living environment. G enetically modified food is harmful not only to humans but to all organismsRead MoreGenetically Modified Organisms And The Environment1284 Words   |  6 Pagesabout genetically modified organisms and think that they are god sent other countries are weary of them and think that they are dangerous. 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In addition to this, these genetically modified organismsRead MoreGenetically Modified Organisms779 Words   |  3 PagesINTRO Genetically modified organisms are genetically modified organisms. If you look in the average American cupboard many of the packages found there contain foods that have been genetically modified. Some researchers believe that people need to be more aware of the genetically altering chemicals put in their body. Consumers should be limiting the amount of genetically modified foods in their daily diet. â€Å"In a study in the early 1990s, rats were fed genetically modified (GM) tomatoes. Well actuallyRead MoreGenetic Engineering : Genetically Modified Organisms1485 Words   |  6 PagesA genetically modified organism, or â€Å"GMO,† is defined as being, â€Å"an organism or microorganism whose genetic material has been altered by means of genetic engineering.† This process is often used in plants and animals to produce desirable attributes. In the past, a plant with a desired attribute would be bred, by using selective breeding, to yield more plants with that desirable attribute. Now with the advancement of genetic engineering, this technique can be performed in a laboratory by moving orRead More Are Genetically Modified Foods the Way to Go? Essay1538 Words   |  7 PagesWe are consuming genetically modified and processed foods every day. Genetically modified and process foods cover roughly 60 to 70% of our food supply. Supermarket processed food items now test po sitive for the presence of genetically modified ingredients. The hidden menu of these unlabeled genetically modified foods and food ingredients in the US now includes soybeans, soy oil, corn, potatoes, squash, canola oil, cotton seed oil, papaya, tomatoes, and dairy products. But genetic manipulationRead MoreGenetically Modified Organisms And Its Effects On Human Health1529 Words   |  7 Pages(Oulton, 2010) threw the years it’s been adapted to â€Å"you are what you eat†, of course Brillat-Savarin didn’t know what genetically modified organisms were at that time, although, if he did he might have said something a little different. Genetically modified organisms were first introduced into grocery stores in 1994 and are still on our store shelves today. Genetically modified organisms are derived as organisms in which the genetic material (DNA) has been altered in a way that do not occurRead MoreCommercialization of Genetically Modified Foods Essay1297 Words   |  6 PagesCommercialization of Genetically Modified Foods Following a for year investigation into the effects of genetically modified crops on the environment, it was found that 2 out of 3 types of genetically modified crops tested were more harmful to the environment. Plus, the only genetically modified crop to be less harmful to the environment was compared to crops that were sprayed with the now illegal herbicide, atrazine. So many experts have dismissed those results untilRead MoreGenetically Modified Crops - Essay1749 Words   |  7 PagesGenetically modified crops; what are they? Crops that have been scientifically altered, to create a better species. Though crops can sometimes breed through cross-breeding, with genetically modified crops this is not the case. These crops have had pieces of DNA inserted into them to create a superior race. The reason we produce these superior species of crops are because they are often stronger, resistant to herbicides, quicker growing, and therefore cheaper to produce. That way, the community as

Effective Communication Is Important in Developing Positive Relationships free essay sample

Effective communication is important because its helps me to understand the pupil and for them to understand me. I can learn more about the pupil as an individual and find out their strengths and weaknesses so I can help them develop their work and make their time learning an enjoyable and positive experience. If I am approachable and willing to listen and respond to how the child is feeling, whether it be about learning or their physical needs the child will feel more confident and valued as an individual. This will then build trust between me and the pupil and as a whole class their communication between me, other pupils, parents and colleagues will encourage cooperation. Being polite and staying relaxed and calm will make the pupil feel comfortable and teach this behaviour is a positive way to communicate. I must give my time equally to each pupil so they all feel they are equal and no one feels left out. We will write a custom essay sample on Effective Communication Is Important in Developing Positive Relationships or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Taking into consideration a child’s age and abilities when talking to them will help the child understand me and themselves better. Asking questions and giving the child a chance to come up with their own answers and ideas will not just help them to understand communication but will give them confidence in future activities. The same communication method is used when talking to colleagues or pupils of other ages. I must adapt my manor, tone of voice and eye contact to the age and ability of the individual. Listening to what they say can resolve any issues and allows us to carry out tasks in a positive way. With adults you need to have some thought in how you are going to communicate and what you are going to say. It is important to build reliable and regular communication with adults such as the other teachers and the pupils parents so that they can be more aware of how the school is run and what their child is learning and at what level. If the parents build up a positive relationship with the teachers their child will progress further. It is important to listen to the adults in and out of school as they may know the child’s needs more for example: a child maybe struggling in class and may not ask for help and then go home and tell their parents or carer that they do not understand the work or what the teacher is saying so if there is good communication the parent can use this to speak to the teacher and they can both work together to address the problem. A child is still developing and is still learning about the world around them so it is important to communicate in a positive way, as we have a responsibility to demonstrate skills to them so they learn that alking and listening to others in this way will get you better relationships and results for example: If a child is spoken to rudely or made to feel embarrassed because they have got their work wrong this may stop them from working hard in the future because they will remember how they felt and how they were treated so they will not try their hardest aga in. This could lead to them falling behind with their work or not getting the grades they are capable of due to lack of support and encouragement.

Turner Syndrome free essay sample

A study on the common female chromosomal disorder, Turner Syndrome. This paper defines the Turner Syndrome as the absence or deformity of the X chromosome. It investigates the treatments available to individuals suffering from the syndrome. The paper explores the resources and support groups available for parents of children who are diagnosed with the disorder. Table of Contents: Introduction Identification Characteristics Treatment Resources and Support for Parents Conclusion References It is estimated that Turner Syndrome occurs in 1 out of every 2500 live female births, making it one of the most common chromosomal disorders in the world. In the United States alone 800 new cases are discovered every year and an estimated 80,000 women battle with the disorder. (Resources and Research: FAQs, n.d.) The central purpose of this discussion is to identify and characterize the aforementioned condition using information gathered from the Turner Syndrome Society and The Gale Encyclopedia of Medicine. We will also investigate the treatments that are offered to individuals that suffer with the disorder including growth hormones and reproductive technologies. We will write a custom essay sample on Turner Syndrome or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Finally, we will explore what resources and support groups are available for parents of children that are diagnosed with Turner Syndrome.

The Life of George Washington essays

The Life of George Washington essays Flexner, James Thomas. George Washington. Little. 1967 George Washington was one of the founding fathers of the United States of America. He served as commander-in-chief of the Continental army during the Revolutionary War, and later served as the first president of the United States. His thoughts and ideas helped mold the United States into the great country that it is today. George Washington was born on February 22, 1732 in Westmoreland County, Virginia. He was the eldest son of Augustine Washington and Mary Ball Washington. He received no formal education, but he read geography, military history, agriculture, deportment, and composition. Washington later developed a powerful and convincing style of speech and writing. He enjoyed sports and social occasions, and he later became a surveyor for landowners on the George Washington was elected president of the United States in 1789, and in New York City on April 30, 1789, he took the oath of office as President of the United States at age 57. He was extremely influential in the initial operation of the new government. After the ballot he wrote, "My movements to the chair of government will be accompanied by feeling not unlike those of a culprit, who is going to the place of his execution." Washington's task was to organize a government but also create a role for the highest officer of the new nation. Both tasks earned him One of Washington's first duties of office was establishing a cabinet. He appointed Alexander Hamilton secretary of treasury and Thomas Jefferson secretary of state. Washington allowed Jefferson to pursue a policy of seeking trade with European nations. Hamilton proposed important ideas such as a funded national debt and the creation of the Bank of the United States. The first United States census was take ...

Eighteenth Century Slavery Essay Example | Topics and Well Written Essays - 750 words

Eighteenth Century Slavery - Essay Example Slavery was focused in dynamic crop growing on Long Island and in most part of the Northern colonies. The majority slaves were occupied in farming and stock otherwise as household servants for the metropolitan influential. An immense invasion of Africans in the middle of the eighteenth century in Africa and motivated the formation of numerous African churches and compassionate towns and cities. Northern slaves cultivated an energetic African-American ethnicity. These slaves uphold a several fashionable celebrations like Election Day, during which roles between whites and blacks were temporarily reversed. The New England Slave Trade (Northern Colonies) was considered a success for it paved the way for the establishment of New England's economic structure. The wealthy class rose into power due to the profit gained from trading slaves. The monetary gains acquired through slave-trading were used for further enhancement of culture and expansion of philanthropic works. (Greene, 1942) New England proved to be the leading slave merchant in comparison to American colonies. As trade and manufacturing became the most important activities in the northern section, they developed the end of sale of cheap lands in the West to workers needed for northern industry. The prevention of widespread slavery and the slave-based economic system to new western territories where it would compete with wage-labor and provide less of a market also occurred in the Northern colonies. "Slaveholding reflected social as well as economic standing, for in colonial times servants and retainers were visible symbols of rank and distinction. The leading families of Massachusetts and Connecticut used slaves as domestic servants, and in Rhode Island, no prominent household was complete without a large staff of black retainers. New York's rural gentry regarded the possession of black coachmen and footmen as an unmistakable sign of social standing. In Boston, Philadelphia, and New York the mercantile elite kept retinues of household slaves. Their example was followed by tradesmen and small retailers until most houses of substance had at least one or two domestics." (McManus, 1973) Slavery in the southern colonies (South Carolina and Georgia) also flourished similar to slave-trading in the middle. While this system ensured the growth of the free black population, it also contributed to the need for laborers. The initial slaves were from Europe however they were replaced by the African slaves were more economical so most people preferred to have the African slaves instead of the Indians. Indentured servitude can also be considered as one of the factors why there was a lack of manpower. (Evans, 1965) The agriculture of the Southern colonies was not gaining any profit for it was smarter to purchase crops from New World. Aside from this, there was an increasing demand for additional workforce and that encouraged them to purchase slaves which were supplied by the Western and Central parts of Africa. The primary reason that attributed to the lack of workforce was the increased availability of lands that were cheap and this resulted to the increase of people owning lands. Since there were large numbers of landowners, they wanted to have their lands profitable to at least return their investment. Thus, these landowners

Disease or conditions of the body Research Paper

Disease or conditions of the body - Research Paper Example h one’s body is unable to produce adequate levels of insulin to help drive the glucose to the body cells that need it for energy production (Poretsky, 2009). Also, the body may be unable to use the insulin it produces in effectively facilitating the process of generating energy. Since the body will be unable to use the glucose produced from the digestive process in the body, it will pile up in blood, leading to very high levels of sugar in the blood. This situation is also very detrimental to one’s health since it can lead to further health complications. For instance, the increased blood sugars can damage blood vessels thereby affecting kidneys as well as the heart (PenÄ ić-Popović, et al., 2014). Hence, diabetes is also associated with a host of other diseases including coronary diseases, blindness, and kidney problems among others. There are three main types of diabetes. These are Type 1 diabetes, Type 2 diabetes, and Gestational diabetes. Type 1 diabetes or insulin-dependent diabetes is also called juvenile-onset diabetes because in most cases it begins affecting people in their childhood. This is an autoimmune condition arising from the body launching an attack to its own pancreas by producing antibodies that affect the functioning of the pancreas. Therefore, the pancreas becomes unable to produce insulin, leading to an increase in blood sugar levels in the body (Poretsky, 2009). This type of diabetes can be caused by a variety of issues including the genetic predisposition of someone. It can also result from faulty beta cells that produce insulin in the pancreas. This diabetic condition is also associated with many other health complications including stroke, heart disease, kidney problems, and damages to blood vessels in the eyes and nerves (EkoeÃŒ , 2008). Type 2 diabetes is the most common type of diabetes, which accounts for about 95% of all diabetes cases among adults. This is also considered a milder type of diabetes in comparison to Type 1, but

Bok choy consumer fact report Essay Example for Free

Bok choy consumer fact report Essay Bok choy or bok choi, pronounced â€Å"bahk choy†, is a green leafy vegetable. It is sometimes referred to as â€Å"Chinese cabbage† or â€Å"the white cabbage†. The Chinese spelling is ‘bok choi† but in America it is known as ‘bok choy†. Bok choy is one of two types of Chinese cabbage, the other being Pe-tsai. However, bok choy has become popular in America after being grown in China for 1500 years. Because Chinese stir-fry and other popular Chinese foods have grown in popularity in North America, bok choy is becoming a well-known food in the United States and Canada. Although there are over 20 types of bok choy in Hong Kong, in the Americas you will usually only find the most popular type with crisp, white stalks and dark green, leafy tops. Nutrition Bok Choy is rich in beta carotene, Vitamin C and folic acid. Bok Choy also provides a good source of fiber. This vegetable is recommended by the American Cancer Society as a green leafy vegetable option for a healthy diet that is high in potassium and magnesium. These minerals have been shown to help regulate healthy levels of blood pressure and blood sugar. Because it is a sweeter, milder option to cabbage and other recommended green leafy vegetables, bok choy is also a preferable option for a diet rich in beta carotene and folic acid. Canada’s Food Guide to Healthy Eating recognizes bok choy as a dark green, leafy vegetable. The food guide recommends at least one dark green vegetable daily. A serving is recognized as 1 cup of shredded bok choy stalk or 70 grams of leaves. Purchasing and Storage When selecting bok choy you must go to the produce department at your local grocer’s. Make sure you are selecting a vegetable with long, white and unblemished stalks. The leaves should be dark green tapering to a light green near the stalks and never limp. Stay away from any plants with yellow leaves or brown spots on the stalks. This is old or poorly grown bok choy. To store your bok choy, refrigerate in an unsealed plastic bag . Use bok choy within a week and preferably within 4 to 5 days of purchasing to get the best flavor from this vegetable. Preparation Bok choy can be prepared in many different ways. The most popular methods are to boil, saute, or steam the vegetable. Before cooking by any method, the bok choy must be cleaned properly. To do this, cut at the base so as to separate the stalks so they can be washed individually. Then, wash under cold running water. Make sure to clean the stalks and the leaves, scrubbing the stalks with a vegetable brush only if necessary. Drip dry is not necessary as steaming or boiling will wet the bok choy anyhow and it is okay to saute and stir fry wet. However, the stalks can be eaten raw like celery. But bok choy stalks are not stringy like celery so are even better! Try the stalks cut into strips and dipped in your favorite dip. Or boil stalks in salted water for four minutes, leaves for only two or three minutes and serve as is. If you wish to add more flavor, bok choy is known to go well with peppers, soy sauce, or sauteed in sesame oil. Because it is so versatile, this Chinese cabbage can be a side dish or added to a stir fry for a main dish. Recipes Bok Choy with Chestnuts 5 oz. Packaged, cooked Chestnuts 1 ? lb. bok choy salt and pepper 3 Tbsp of chicken broth ? tsp of potato flour mixed with a Tbsp of cold water 1 tsp of sesame oil 1 Tbsp Peanut oil for cooking

Human Concepts of Aging :: Sociology Age Agism Stereotype

In this essay about aging, I will focus not only on the stereotypical view of what aging can mean to most, but also the broader focus on the many ways aging can be defined. The essay will look at what aging means to different cultures and historical periods and take a broad overview of the concept from different perspectives. Moreover it will also discuss social factors relating to aging. It will show the significant changes of aging historically and various underlying factors as to the changes. Finally, I will discuss what the changes suggest for our future. What does the concept of aging mean? Aging is defined into a definition as "Changes that significantly decrease the probability of survival caused by processes within the individual that are universal, inevitable and irreversible" (Schulz & Ewen, 1993 p. 5). However it is a narrow definition of what aging means as there is not one person who would define aging in the same manner. Most of what we think and know about aging are opinions that reflects the stereotyped and exaggerated attitudes about decline and fall that are so common in the western culture. Even though it can be defined in biological terms aging also has another perspective, an entirely social construction and the way we perceive age varies from culture to culture and from one historical period to another (Coleman & O' Hanlon, 2004). Defining what is old to oneself depends on who we are and our own social position. According to the NSW Department 1989 Report of the Healthy Older People Project, age is defined differently according to the individual. For example a medical professional would state post-menopausal women and retired men as being old. To a fifteen-year-old, parents, grandparents and 30 year olds would be seen as old, and sick elderly people are viewed as older than healthy older people. This shows that there is not one ideal for what old and age is supposed to mean. Since 1900 life expectancy at birth has increased by more than 20 years for females and males. This therefore has influenced our definitions of old age. NSW Health Department (1989) categorised old into groups. Group one `young old' 60 years and over. Group two ` Old old' 75 years to 84 years and group three, the oldest, being 85 years and over. Moreover although old can be defined to Australians somewhat differently depending on the individual it also can't be forgotten that our Australian Indigenous population vary what old age is once again.

Cosmopolitanism and People Essay

The Internet is playing a very important role in the evolution of digital technology, but although it has seen remarkable growth over the last few years, its dispersion remains highly asymmetric. It is widely believed that the so called information age will bring radical change and improvement, and countries all over the world are busy with constructing the necessary infrastructure, the â€Å"information superhighways,† in order to meet the challenges of the information society of the twenty-first century. Kwame Anthony Appiah’s essay â€Å"Making Conversation† tell us about human’s conversation is better expressing themselves in person. Marshall Poe said in his article â€Å"The Hive† talks about the evolution of Wikipedia and how people are interacting online. The internet serves a purpose for research, schoolwork, and connections. However, the result from the internet age is loosing communication,lack of social interaction, and the unreliable nat ure of websites. First, Communication is key with success, however because of the internet age the ability to communicate face to face is dwindling.â€Å"Making Conversation† by Appiah is an idea on the expression cosmopolitanism and the feeling people in any nation have to take in order to achieve cosmopolitanism and globalization. Appiah wants to be citizen in the world not to separate by culture because people can learn each other different culture from other countries. Appiah said â€Å"One is the idea that we have obligations to others, obligations to others, obligations that stretch beyond those to whom we are related by the ties of kith and kind, or even the more formal ties of shared citizenship. The other is that we take seriously the value not just of human life but of particular human lives, which means taking an interest in the practices and beliefs that lend them significance† (Appiah 69). People learn from other cultures, with communication and with having an open mind. If People are closed off to new ideas from other cultures and we we will never grow. Communication is the  most important one topic because people communicate no matter what we need communication to express ourselves to others. Appiah said it is more important to communicate one another in person instead of using other networks. The conversation is the first important step to understand others. People of other cultures will then learn to accept the beliefs of others and by â€Å"changing our minds†, Appiah makes it clear that conversing with people does not often begin with agreeing on a set of principles, but rather exchanging our ideas and learning from another one. Eventhough, the internet can be helpful with education, it can also be unreliable. However, â€Å"The Hive† by Marchall Poe, was the openness of Wikipedia. Wikipedia is an online encyclopedia that anyone can use it. This might work for some people specially that ones who attend school or college. This is very helpful for them because in Wikipedia you can search or find anything you would like. Since anyone can write, or delete or use information off of Wikipedia, it makes it less controversial because anyone can put their input into the website. If don’t agree with something, that’s alright because you can add your own opinion. Poe describes how authors of certain wiki pages write with a bias to support their facts. Facts become opinions when feelings and emotions of bias get involved. â€Å"Instead of relying on experts to write articles according to their expertise, Wikipedia lets anyone write about anything† (Poe 349). It means people are free to write whatever they want and they feel so others could see and write their opinions. This concept is important because it allows the author to give a good explanation on why this kind of group could work well with society. Wikipedia was created to help with learning. This is important because the people behind Wikipedia want us to learn more and to have better knowledge. The whole idea of Wikipedia is so people can post whatever they want and when they want. Every single day people are posting and reading others comments and having opinions. Wikipedia is so successful. Lastly, when working on a research project, using these websites can add some quick insight at hand. â€Å"The cathedral â€Å"and â€Å"The Bazaar† are the biggest difference between Nupedia and Wikipedia is how the information is edited. With Nupedia, people who would submit articles would have to wait for it to be published because it what is reviewed by editors. The process took loads of  time. People behind Wikipedia, can post something and it is reviewed by a never ending amount of people and therefore because of the sites popularity, posts can easily be weeded out. Nupedia was designed to be more professional and they tried to find knowledgeable scholars to oversee the site, and all the entries would be written by experts and those pieces would be read and revised by another group of scholars. Wikipedia is for anyone who wishes to add an article for something they specialize in. It could be something as simple as a definition or a more extensive article. They are posted and then other readers can edit the pieces if they discover incorrect information. This difference helps us understand why Poe named his subheadings the Cathedral and the Bazaar. A cathedral is very organized and has very district, intelligent leaders who oversee the operations. â€Å"There was simply no question in his mind that Nupedia would be Guided by a board of experts, that submissions would be largely written by experts, and that articles would be published only after extensive peer review† (353) This means only post that are actually true would be seen by an editor and be publish. Nupedia has very neat guidelines, and is overseen by professionals. A Bazaar, is much more casual and is usually a market that contains a large variety of items. Wikipedia has very few guidelines and has lots of types of information on millions of subjects. In summary, the result from the internet age is loosing communication,lack of social interaction, and the unreliable nature of websites. Wikipedia is helping the humanity to express their feeling and be seem by others and have opinions. Nupedia is seemed by experts where they can see if it’s true or not to be published. The information has to have credibility to be valid without sacrificing human interaction. Anthony Appiah. â€Å"Making Conversation. The Primacy of Practice.† Emerging: Contemporary Readings for Writers. Ed. Barclay Barrios, Boston, MA: Bedford/St. Martins, 2010. 66-82 Print. Poe, Marshall. â€Å"The Hive†. Emerging: Contemporary Readings for Writers. Ed. Barclay Barrios, Boston, MA: Bedford/ St. Martins, 2010. 349-363. Print.

Labeling - Free Essay Example

Sample details Pages: 34 Words: 10132 Downloads: 7 Date added: 2017/06/26 Category Statistics Essay Did you like this 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; Don’t waste time! Our writers will create an original "Labeling" essay for you Create order 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. 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