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Questionnaire: Green Marketing Application in Charities -- The National Trust as a Case Study
Author: xinyue
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Hello! I am a postgraduate student from the School of Management, University of Bath.

Currently I am working on the research of green marketing application in charities, which is the topic of my dissertation. The National Trust is selected here as a case study.
You are invited to participate in this survey investigating general green marketing strategies practised by charities. Please understand the term 'green' here as 'sustainable' and 'environmentally friendly'.
It will take approximately 5 minutes to complete, so please stick it to the end. The data collected will be kept strictly confidential and used for academic purpose only. Your answer will not be disclosed to any third party in any other circumstances.

Many thanks in advance for your time and support!

X.Zhang
Section A: General Information
1*    Gender:
female male
2*    Which age group are you in?
under 20 21-30 31-40 41-50
51-60 over 60
3*    What is your occupation?
Managerial
Professional
Technical/Engineering
Administrative
Sales/Support
Production/Manufacturing
Other employed
Unemployed
Student
Retired
4*    What is your education level?
Primary education Secondary education
A level Graduate
Postgraduate
5    How do you become aware of a charity? (multiple choice)
Word-of-mouth
Advertisements
Their official websites
Media reports (web, magazine, newspaper, TV, radio etc)
The charity¡¯s label (on products, leaflets etc)
Happened to visit the organisations/charity shops
Other please specify:
6    How do you get involved in charitable activities? (multiple choice)
I work for charities as employees/volunteers.
I donate to charities (e.g. money, clothes).
I shop in charity shops.
I use products/services that charities provide (e.g. charity run tourism sites, green energy).
I attend charitable events (e.g. auctions, campaigns).
I seldom get involved.
Other please specify:
7    How often do you involve with charitable activities?
Very Often Often Sometimes
Rarely Never
Section B: Charitable Products/Services and The National Trust
8    Are you using any of these products/services? (multiple choice)
Green energy (e.g. electricity, gas)
Charitable credit cards
Charitable insurance
Ethical investment service
Learning sessions provided by charities
Exclusive products/services provided by charity sponsors
None of above
Other please specify:
9    Are you aware of the charity ¡®National Trust¡¯?
Yes No
If your answer is 'No', please jump to question 12.
10    Are you aware of any of the following marketing strategies the National Trust is practising? (multiple choice)
Green living campaign
Green energy
Green credit card
Green insurance
Ethical investment service
Provision of learning sessions on various subjects
Promotion of sponsors¡¯ services (Sky, Laithwaites etc)
Charge for plastic bags in shops
Recycled materials (e.g. paper bags) used in shops/ tourism sites
Offering help to suppliers to improve their environmental friendliness
None of above
Other please specify:
11    Are you using any products/services provided by the National Trust/ its sponsors? (multiple choice)
Green energy
Green credit card
Green insurance
Ethical investment service
Learning sessions on various subjects
Sky (excluded to National Trust members)
National Trust wine club (Laithwaites)
None of above
Other please specify:
12    Are you interested in products/services provided by the National Trust/ its sponsors? (multiple choice)
Green energy
Green credit card
Green insurance
Ethical investment service
Learning sessions on various subjects
Sky (excluded to National Trust members)
National Trust wine club (Laithwaites)
None of above
Other please specify:
What do you think about these marketing strategies? Please rate from 1 to 7 with 1 ¡®a very bad idea¡¯ and 7 ¡®a great idea¡¯. (NT stands for The National Trust.)
1 2 3 4 5 6 7
13NT green living campaign
(a guide to green living)
14NT green energy
(100% renewable electricity/gas)
15NT green credit cards
16NT green insurance
17NT ethical investment service
18NT learning sessions (on various subjects including green issues)
19Other NT green alliances (with Sky, Laithwaites etc)
20Sponsored events to raise funds (e.g. fun run competition)
21Green celebrities (e.g. celebrities appearing in NT promotions)
22Recycle of the used products (which bought from NT shops)
Please rate how much the factors below can influence your decisions of charitable products/services adoption with 1 stands for 'no influence at all' and 7 stands for 'very strong influence'.
23Reputation and credibility of the charity
24Size of the charity (e.g. international, regional)
25Beneficiary of the charity (e.g. animal protection, religious)
26Personal feelings (e.g. being able to contribute to the environment)
27Whether it is convenient to switch to charitable services
28Whether it is more expensive to adopt charitable services/whether the pricing is reasonable
29Quality of the charity¡¯s products/services
30Reputation and credibility of the sponsor
31Size of the sponsor
(e.g. international, regional)
32    Is there any other factor(s) which can influence your decisions of charitable products/services adoption?


Questions with '*' sign must be answered

   

Please note your answers will be open to public.
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