Next Article in Journal
Continuum of Risk Analysis Methods to Assess Tillage System Sustainability at the Experimental Plot Level
Next Article in Special Issue
The Search for Value and Meaning in the Cocoa Supply Chain in Costa Rica
Previous Article in Journal
Climate Change and Industrial Policy
Article Menu

Export Article

Open AccessArticle
Sustainability 2011, 3(7), 1022-1034; doi:10.3390/su3071022

Planting Trees for Publicity—How Much Are They Worth?

1
Department of International Economics, University of Lodz, Lodz 90-255, Poland
2
Aeris Futuro Foundation, Krakow 31-141, Poland
*
Author to whom correspondence should be addressed.
Received: 11 March 2011 / Revised: 13 June 2011 / Accepted: 6 July 2011 / Published: 18 July 2011
(This article belongs to the Special Issue Sustainable Branding and Marketing)
View Full-Text   |   Download PDF [270 KB, uploaded 24 February 2015]   |  

Abstract

Corporate marketing departments use trees and forests for advertising and public relations (PR). Trees and forests constitute a tangible symbol of the environment, reinforced by the growing awareness of the role that trees play in preventing climate change. Although the carbon sequestration function of trees is valued in monetary terms, its derivative services to marketing, CSR or HR departments are not (‘greening the image’). We focus on voluntary carbon offsets and other tree-planting activities undertaken by companies, aiming to demonstrate that the value of these derivative services of trees should be considered in monetary terms. Based on a small survey and an analysis of financial data for 10 tree-planting projects in Poland, we estimate this value at USD 7.42 per tree. This value depends on external circumstances, such as the current interest in climate change and ways to prevent it.
Keywords: forest services; trees; public relations; corporate social responsibility; green marketing forest services; trees; public relations; corporate social responsibility; green marketing
Figures

This is an open access article distributed under the Creative Commons Attribution License (CC BY 3.0).

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

SciFeed Share & Cite This Article

MDPI and ACS Style

Kronenberg, J.; Mieszkowicz, J. Planting Trees for Publicity—How Much Are They Worth? Sustainability 2011, 3, 1022-1034.

Show more citation formats Show less citations formats

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top