包裝飲料的行銷困境

via :http://www.treehugger.com/files/2008/04/bottled-water-industry-fiji-water-looks-green.php

包裝飲料產業正面臨不環保的大危機　

From the "That's one way to handle it" files: today, FIJI Water announced that they've done a lot of research and ready to fully disclose the carbon footprint of its products. They've joined the Carbon Disclosure Project (CDP) Supply Chain Leadership Collaboration, and launched a new website at Fijigreen.com in support of their efforts to become carbon negative. That's right: following the notion that measurement is the first key step to managing emissions, a bottled water company is branding itself green.
But, as we've seen time and again, bottled water is not green, from the humongous carbon footprint to the tremendous amount of unnecessary waste it creates to the world of reasons not to drink it. Even if there are pharmaceuticals in your water, its not a better choice. So what is FIJI Water trying to pull?
It's sort of a new brand of greenwashing, or at least a fresh take from the bottled water industry. They're right; measuring your carbon footprint is the first step to managing emissions, but can they account for being in a "business that is fundamentally, inherently and inalterably unconscionable," according to Michael Brune of the Rainforest Action Network. TreeHugger Llloyd called it out and out greenwashing when they announced their carbon negative goals in late 2007, but, as several commenters noted, it was still a step in the right direction.