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Planting Trees for Publicity—How Much Are They Worth?

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Author(s): Jakub Kronenberg | Joanna Mieszkowicz

Journal: Sustainability
ISSN 2071-1050

Volume: 3;
Issue: 7;
Start page: 1022;
Date: 2011;
Original page

Keywords: forest services | trees | public relations | corporate social responsibility | green marketing

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.
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