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But, Kärnä et al. 2001: 62 have different stance. They argue that environmentally oriented advertisements could include green color; nature, eco-
labels; statements of environmental friendliness; emphasis of renewable raw materials; environmentally production processes, and recyclability. They then
explicitly elaborate five categories of green advertising strategy below.
Table 3.2 Operationalization of the Frame Reference Kärnä et al., 2001: 63
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2. Measurement of Variables
After understanding the definition of operational variables above, now the challenging issue is how to measure the variables. Greenpeace provides extensive and
in-depth criteria in measuring the independent variables operated in this study.
a. Product Strategy X1
In measuring product strategy, the researcher utilizes PVC-free and BFR-free models of electronic products on the market –coded as C5.
“Various industry association standards use a definition of ‘halogen-free’ that allows up to 900 ppm parts per million of total chlorine and 900 ppm of total
bromine, with a maximum total halogen level of 1500 ppm. These standards include JPCA’s Japan Printed Circuit Association JPCA-ES-01-1999, IEC’s
International Electrotechnical Commission 61249-2-21 and IPC’s Association Connecting Electronics Industries 4101B. Greenpeace does not
accept such high levels of halogens in materials that are misleadingly defined as ‘halogen-free’. A material containing total bromine below 900 ppm, and
described as ‘halogen-free’, could still contain certain BFRs e.g. penta-BDE over 1000 ppm – exceeding the level banned by the European RoHS
Directive” Greenpeace Guide to Greener Electronics - Ranking Criteria Explained, 2010: 6.
“Companies score double points for meeting this criterion. For top points, a company’s whole product portfolio needs to be both PVC-free and BFR-free. PVC-
free andor BFR-free peripherals and accessories do not score points because they are
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not product systems”. The scale ranges from 0, +1, +2, and +3, which refers to bad, partially bad, partially good, and good respectively.
b. Production Strategy X2
