The environment: once a problem for the rich, now part of the marketing strategy? A case study on China's environmental communication
by Valeria Zanier
International Journal of Chinese Culture and Management (IJCCM), Vol. 1, No. 2, 2008

Abstract: After a long history of overexploitation and destruction of its natural resources, China has begun to include environmental protection among its economic development priorities. From the 1990s, the government has started to take important steps in this direction, by signing all relevant major international agreements, setting stricter measures to keep pollution out of densely populated areas and launching a number of eco-friendly projects aimed at enhancing 'environmental consciousness' in Chinese citizens. What level of environmental consciousness can be found in Chinese contemporary society? Are Chinese consumers ready for the so-called responsible consumption? What value do Chinese citizens attach to 'nature', 'the environment', 'responsible consumption'? Assuming it is rather difficult to give exhaustive answers, the author will try to shed some light on these issues through the analysis of an innovative project, which is going to reshape the island of Chongming, in Shanghai Municipality, into an environmentally friendly island.

Online publication date: Sun, 17-Feb-2008

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Chinese Culture and Management (IJCCM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email