Sampling Technique RESEARCH METHODOLOGY

52 regular meetings or calls, Greenpeace relies more heavily on secondary sources on published progress of greening efforts. The published materials gathered from the companies’ website and its sustainability report. Greenpeace wants to know how transparent and accountable the scrutinized companies in publishing their greening efforts. To make the assessment of companies’ greening efforts reliable, Greenpeace set stringent standards of which every company should meet. The standards itself are summarized in the ranking criteria which encompass criteria on toxic chemicals, on e- waste, and on energy respectively. The assessment itself was conducted from June 2006 to October 2010. In the early five versions, Greenpeace only assessed fourteen companies. In the sixth version, it adds categories on TV and game console manufacturers, counting eighteen companies in total. The ranking criteria reflect the demands of the Toxic Tech campaign to the electronics companies. The two demands that Greenpeace deserves are that companies should clean up their products by eliminating hazardous substances and should take back and recycle their products responsibly once they become obsolete. The two issues are interchangeably linked. The use of hazardous chemicals in electronics prevents their safe recycling when the products are discarded. Companies score marks out of 30, which are then re-calculated to give a mark out of 10 for simplicity. But then Greenpeace adds one more criteria on energy. 53

D. Boundary of Operational Variables

This research employs four independent variables –product X1, production X2, distribution X3, and promotion X4 strategies- and one dependent variable, namely stock price Y. The data were collected form Greenpeace’s quarterly Guide to Greener Electronics and Nasdaq’s stock price quotation of observed companies.

1. Operational Definition

Green marketing strategy is the strategies that embrace systems, policies, and process Prakash, 2002: 286, of which pricing, promotion, distribution, and development of products Fuller, 1999 in Bäverstam and Larsson, 2009: 1 satisfy interest of multiple internal and external stakeholders, as well as balancing economic, social, and environmental goals Elkington, 1997. In the practical framework, proactive green marketing strategies include market research, production, product, distributionmarkets, price, promotion, and partnership strategies Vaccaro, 2009: 323. Of the seven items, the researcher limits this research by employing four strategies only, product, production, distributionmarket, and promotion strategies due to the absence of data in Greenpeace’s Guide to Greener Electronics.

a. Product Strategy X1

This strategy can be carried on by “a creating green products with a differential advantage which are recyclable, biodegradable, and are based on sustainable development” Vaccaro, 2009: 322-323. Green products that is demanded is such as laptop that is free from PVC andor BFR, mobile phone that is free from