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GENERAL INSTRUCTION: This thesis is about environmentalism, but other than this main subject, this thesis should also be related to DESIGN as well, so you need to occasionally relate to issues such as advertising, branding, packaging, use of material, etc. Please use simple English to write the essay. I have already created a draft of introduction, which should help you narrow down the focus of this thesis, so please read it first and follow that direction. Furthermore, I have also gathered the below 10 sources, which you must read and use as part of this thesis. On top of these 10 sources, you will also need to find several more sources as part for the research of this thesis.

  1. Book: Cradle to cradle

Chapter 1: Why being less bad is no good p.45

Chapter 3: eco-effectiveness p.68

  1. Book: Waste Management and Sustainable Consumption: Reflections on Consumer Waste successful
  2. Book: Greenwashing: companies that try to be green at any price

Greenwashing: companies that try to be green at any price

  1. Article: World Business Council for Sustainable Development:The Greening of Business or a Greenwash?

Click to access 99_06_najam.pdf

  1. Website: Seven sins of greenwashing

  1. Book: Eco-Business: A Big-Brand Takeover of Sustainability

  1. Website: Not going green may just be better than ‘greenwashing’

  1. Survey and Reports: Nielsen

  1. Survey and Reports: PricewaterhouseCoopers (PwC)


Section 1 – Abstract

INSTRUCTION ON ABSTRACT: A statement explaining the general scope, specific thesis intention, and method of examining your subject. Do not use bullet points but write in full sentences.


Section 2 – Content Page

INSTRUCTION ON CONTENT PAGE: A list of the chapter titles and main sub-divisions: including bibliography and appendices, as well as the number of the page on which each begins.

A contents page, containing the title and relating each section and/or chapter heading to a page number, serves a useful function in providing an overall picture of the direction and scope of the text – each chapter should be given an appropriate title.


Section 3 – Introduction

INSTRUCTION ON INTRODUCTION: The introduction should cover the below area.

  1. Argument (I have already written a draft, please revise and improve)
  • Research questions and hypotheses
  1. Rationale (I have already written a draft, please revise and improve)
  • An explanation of why the research is worthwhile
  1. Methodology (I have already written a draft, please revise and improve)
  • Research methods and types of sources
  • Refer to the above listed 10 sources I provided
  1. An indication of the restrictions of the study (I have already written a draft, please revise and improve)
  1. A summary of the chapters to follow
  2. Literature review
  • Summary of books we used in this thesis
  • We need ABOUT 75-100 WORDS for each books.
  • At least 8 BOOK SOURCES are needed. I have already found the below 4 important book sources, which you MUST READ AND APPLY to this section and throughout the But you will need to find at least 4 more books related to this thesis and use them.

A & B – Draft on Argument & Rationale

Is organization actually doing our environment any good by going green? With the recent hype of green movement and lack of in-depth knowledge from the general public, almost any sort of green initiatives is viewed as a good thing, and organizations who make an effort to this direction is generally regarded as more positive. For example, one of the most common green practices that business adopt is by changing their packaging to material like cardboard, which they often claims to be recyclable and much more environmentally friendly. And indeed, there is nothing factually wrong about their statement, and society generally views that as positive change toward greener environment. Yet somehow, such act is often frown upon by environmentalists accusing this kind of company as “greenwash”, who is still causing damage to our environment, or worse, profiting in the name of green. In their expert opinion, the core of most green initiatives that organizations proposed mainly focus on reducing, minimizing or limiting impact to the environment, but damage is still being done nonetheless. Worse still, some of the process that bring about these green changes actually does more harm to the environment than the conventional way. Hence, in the eye of environmentalists, they are only “less bad” at most and it is simply not good enough. However, some global organizations formed by hundreds of international companies, such as the World Business Council for Sustainable Development (WBCSD), disagree in such view. Through analyzing the numerous data they gathered, they proposed that by meeting their recommended reduction target and improving eco-efficiency, sustainable development in our planet can be attained, and a safe environment for our next generations can be secured. Two groups of people, the environmentalists and the companies formed organizations, both presented a different point of view, yet they both seem to be valid, so the question is “Is organization actually doing our environment any good by going green” If not, what do the environmentalists recommend organizations to do if they are truly determined to go green? Based on my personal experience and primary analysis, I think that meeting reduction targets and increasing eco-efficiency should be the most practical way for most companies to apply. This research will help us shed light to whether environmentalists’ expert opinion & recommendation is actually sound & practical, and whether businesses should do more for the society to fulfill the corporate social responsibility.

C & D – Draft on Methodology & Restriction of Study

To verify my prediction, I will be doing research on the adverse effect behind some widely adopted green actions by companies and also the practicality of the recommendation by environmentalists. We will first use the search engine of the Guardian’s website to sift through news and articles related to both greenwash companies & “true” green companies that are written by various experienced journalists and expert environmentalists who had analyzed the information and offered their opinion. I will also use YouTube to learn more about businesses’ green marketing campaign as well as direct feedback from viewers, which will provide me valuable insight on public’s opinion on the matter. Moreover, I will also be reading blogs such as “the Greenwashing Blog” written by bloggers Matthew Speer and Thomas Schueneman, as it provides me with uncensored opinion from seasoned environmentalists on greenwash companies. Most importantly, Hong Kong public library houses a vast amount of academic books (including Cradle to Cradle, Eco-Business, etc) related to green businesses, which will provide me with valuable insight from scholars of different background with different views. Also, the websites of Nielsen and Pricewaterhouse Cooper published numerous results from their survey research on various topics related to green businesses, which will provide important quantified data reflecting public opinion as well as trend. Current study of the topic is limited by desktop research of information obtained from internet and published reviews / results available. No further questionnaire / survey was conducted. Due to the availability of information the latest information obtained is July 2015. Analyses of information was then performed on the information reviewed.

E – A summary of the chapters to follow

F – Literature review

  1. Book: Cradle to cradle

Chapter 1: Why being less bad is no good p.45

Chapter 3: eco effectiveness p.68

  1. Book: Waste Management and Sustainable Consumption: Reflections on Consumer Waste successful
  2. Book: Greenwashing: companies that try to be green at any price

Greenwashing: companies that try to be green at any price

  1. Book: Eco-Business: A Big-Brand Takeover of Sustainability


Section 4 – Main body

INSTRUCTION ON MAIN BODY: This section represents the findings of your research linked back to the questions and hypotheses posed at the beginning. What have you learned about the issues you have raised through the research you have undertaken? The main body of the text should be divided into chapters/sub-sections to create a coherent structure. Each chapter/sub-section should answer a major question. Remember that all chapters/sub-sections must be linked through the central argument/question that underpins your thesis. The main body of text will include description, analysis, and interpretation.

The main body of the text will have reference to and critical examination of previous work in the same and related fields (usually academic texts and journals). This demonstrates your familiarity with your chosen subject area. Having read the existing research on your chosen subject, identify the gaps revealed by your literature review or where findings are unclear or contradictory. This might be included as a separate chapter as a literature review.

***IMPORTANT*** The last chapter in this section should be case studies, which analyses three real world examples I have chosen in term of its process, intention, feedback from customers and opinions from environmentalists. Please refer to another one of my attached documents “CASE STUDIES” for the three real world examples I chose.


Section 5 – Conclusion

INSTRUCTION ON CONCLUSION: A conclusion should signal the end of the thesis and summarise and comment on it. Avoid repeating material from the essay and do not introduce new ideas at this stage. Summarise main ideas, answer the original question and link back to the literature. Provide an overview and look at areas that need to be researched further.

A conclusion draws together and summarizes both the issues raised and the findings. This includes identifying areas where results proved inconclusive or inadequate. You should refer back to the main body of text and draw your arguments/analysis together into a conclusion, closing the loop or leaving the door open for further research


Section 6 – Bibliography

INSTRUCTION ON BIBLIOGRAPHY: Please use “HARVARD REFERENCINGon the Cite Them Right website. All sources (written or unwritten) which were consulted during the course of the research should be in the Bibliography. It should include all material you have read and used during your thesis including books, articles, TV programmes, films, magazines, etc.




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