A Case Study of “National Trust to Conserve Taiwanese White Dolphins’ Habitat ”Action by Social Marketing Theory

• Main Author: 張佳怡
• Other Authors: 王順美
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/5nvu2s

碩士 === 國立臺灣師範大學 === 環境教育研究所 === 101 === The purpose of this study was to explore the strategy of “National Trust to conserve Taiwanese White Dolphins’ Habitat” campaign by Social Marketing Theory. This campaign was one of anti-Kuokuang petrochemical factory movement. Activists representing seven environmental groups had gathered about 70,000 signatures and sought to publicize how the factory, which was to refine 300,000 barrels a day, would harm the endangered population of pink-hued Indo-Pacific humpback dolphins. In order to understand the stretagy used by environmental groups , its effect, and the environmental education contents, this study using case study research approach, semi-structure interview 9 environmental activsts and document collection was data resource. The case bounded from April 11, 2010 to April 22, 2011. Research found that, the product of this campaign was to portect pink-hued Indo-Pacific humpback dolphins and Dacheng wetland; people can choose different area to subscribe. The price was TWD 119 each square meter, higher than TWD 100 that government wanted to sell to Kuokuang petrochemical Co., Ltd., emphise that people valued Dacheng wetland.The place was the 9 environmental groups, enhance the credibility of this campaign. The promotion including public relations, printed promotional materials and personal selling. National trust was the skill to solve the environmental problem the will cause by Kuokuang petrochemical factory. The result of this campaign was: 1) 70,000 peole who subscribe Dacheng wetland; 2) environmental groups and people take three environmental action including persuasion, political and legal action. The enviromental education contents of printed promotional materials and berfing including awerness, knowledge, attitude, skill and participation.In Taiwan, it was the first time, environmental group use national trust gathering people to participate environmental movement. Comparing to demonstration and protest stretagy that used by environmental movement, this is softly and educational stretagy, people and children can do something to protect the environment. We also understanded tha wetland is very important ecosystem, and there are pink-hued Indo-Pacific humpback dolphins living in west coast, by appealing protect dolphins, people can think the necessity of devloping project and its effect to the environmen and healthy of people.