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Green apps in China : Alipay's Ant Forest /

The case analyzes Alipay's cause-related marketing, Ant Forest, an app developed to enhance reforestation and environmental education in China. The app is based on gamification principles: users collect energy points that can be spent by planting trees in areas affected by land degradation. Ant...

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Bibliographic Details
Main Authors: Filieri, Raffaele (Author), Zhou, Suning, active 2023 (Author)
Format: eBook
Language:English
Published: London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:SAGE business cases.
Subjects:
Internet marketing > Case studies.
Business ethics > Case studies.
Marketing sur Internet > Études de cas.
Morale des affaires > Études de cas.
Business ethics
Internet marketing
Electronic books.
Case studies
Online Access:Connect to the full text of this electronic book
Description
Summary:The case analyzes Alipay's cause-related marketing, Ant Forest, an app developed to enhance reforestation and environmental education in China. The app is based on gamification principles: users collect energy points that can be spent by planting trees in areas affected by land degradation. Ant Forest has received several awards, and it is claimed that it has contributed to the planting of 100 million trees in China's most arid regions. Ant Forest has contributed to highlighting the engagement of some tech giants in China in the fight against global warming.
Physical Description:1 online resource : illustrations.
ISBN:9781529619348
1529619343