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Planting Trees for Publicity—How Much Are They Worth?

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  • Jakub Kronenberg

    ()
    (Department of International Economics, University of Lodz, Lodz 90-255, Poland)

  • Joanna Mieszkowicz

    ()
    (Aeris Futuro Foundation, Krakow 31-141, Poland)

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    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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    Bibliographic Info

    Article provided by MDPI, Open Access Journal in its journal Sustainability.

    Volume (Year): 3 (2011)
    Issue (Month): 7 (July)
    Pages: 1022-1034

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    Handle: RePEc:gam:jsusta:v:3:y:2011:i:7:p:1022-1034:d:13211

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    Web page: http://www.mdpi.com/

    Related research

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

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    1. Heather Lovell & Harriet Bulkeley & Diana Liverman, 2009. "Carbon offsetting: sustaining consumption?," Environment and Planning A, Pion Ltd, London, vol. 41(10), pages 2357-2379, October.
    2. Tyrvainen, Liisa & Miettinen, Antti, 2000. "Property Prices and Urban Forest Amenities," Journal of Environmental Economics and Management, Elsevier, vol. 39(2), pages 205-223, March.
    3. D’Ippoliti, Carlo, 2011. "Economics And Diversity," Journal of the History of Economic Thought, Cambridge University Press, vol. 33(04), pages 562-564, December.
    4. Scholtens, Bert, 2008. "A note on the interaction between corporate social responsibility and financial performance," Ecological Economics, Elsevier, vol. 68(1-2), pages 46-55, December.
    5. Rondinelli, Dennis A. & Berry, Michael A., 2000. "Environmental citizenship in multinational corporations: social responsibility and sustainable development," European Management Journal, Elsevier, vol. 18(1), pages 70-84, February.
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