How green is the mouse? : [electronic resource] a look at the use of green marketing in Walt Disney World to promote environmental policy and standards /

My project "How Green is the Mouse?" analyses the ways in which the Disney Company utilizes various green marketing strategies in an effort to appeal to the growing number of eco-conscious consumers. My study examines different strategies of green marketing and evaluates the use of these strategies in relation to discussions of the "greenwash" concept. Examples of such strategies include green selling, when a company continues to manufacture a pre-existing product with changes only in marketing and not policy or output, and green partnerships, when a company undertakes a more eco-friendly appearance simply by collaborating with a well-known environmental organization. In this study, I investigate the various methods of green marketing utilized throughout the parks and other attraction areas of Walt Disney World, located near Orlando, Florida.