Eco labelling is not the long lasting consumer trend.
By: Raweekit Phutthithanakorn 0854168 and Shan Yang 0856343
25 October 2011]
The new standard of higher education will push Eco labeling toward long lastingtrend. The study of
D’Souza et al.
(2007) informs that the blooming of purchasingeco-labeled
in the late 1960’s and 21st century is affect
ed by difference factors.While the result of research in prior period shows that the pre-middle age womenwith high-school graduation and income above middle class level tends to purchaseeco-friendly product, the youngsters with higher level of education and social statusare the important players in the latter period. The evidence from Blewitt (2009)illustrates that the education in sustainable development (ESD) ,before 2005, has notconducted in an appropriate manner ; the knowledge of some essential concepts of sustainable development are missing and the operation is not practical to conduct.However, the UNESCO has improved ESD curriculum in both theory and practice in2005. The improvement focused on the following issues; the underlying value of sustainable development, promoting live-long learning, adjusting the ESD bydemographic differentiation, linking the practice by starting from local priority toglobal context level, the various teaching techniques for promoting participation andcritical thinking skills. Regarding the difference in higher educatio
n from 1960’s
, thenew generation green consumers are likely to be teenagers who receive this highereducation system. As the trend of purchasing eco-
labeled in 1960’s is
discontinued,the change in target group leads the trend probability to have a projection towardslong-run movement. Blewitt(2009) believes that the higher education with addingpractical awareness will establish the new generation of society to be in the rightmovement towards the environmental awareness era. Moreover, there are alsoevidences and predictions showing how successful green retailing performancecould be. Lai, Cheng and Tang (2010) state that implementing green concept tocompanies will improve their value chain, and also give them good reputation toinfluence customers. With the growing of green market projection to $845 million by2015, the larger consumer segment will persuade the companies to go green (thecurious on the company green practice
effect the customers’ decision)
. In short, thestrong foundation on ESD in higher education will create new generation of