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Planting Trees for Publicity—How Much Are They Worth?

Author

Listed:
  • Jakub Kronenberg

    (Department of International Economics, University of Lodz, Lodz 90-255, Poland)

  • Joanna Mieszkowicz

    (Aeris Futuro Foundation, Krakow 31-141, Poland)

Abstract

Corporate marketing departments use trees and forests for advertising and public relations (PR). Trees and forests constitute a tangible symbol of the environment, reinforced by the growing awareness of the role that trees play in preventing climate change. Although the carbon sequestration function of trees is valued in monetary terms, its derivative services to marketing, CSR or HR departments are not (‘greening the image’). We focus on voluntary carbon offsets and other tree-planting activities undertaken by companies, aiming to demonstrate that the value of these derivative services of trees should be considered in monetary terms. Based on a small survey and an analysis of financial data for 10 tree-planting projects in Poland, we estimate this value at USD 7.42 per tree. This value depends on external circumstances, such as the current interest in climate change and ways to prevent it.

Suggested Citation

  • Jakub Kronenberg & Joanna Mieszkowicz, 2011. "Planting Trees for Publicity—How Much Are They Worth?," Sustainability, MDPI, vol. 3(7), pages 1-13, July.
    • Handle: RePEc:gam:jsusta:v:3:y:2011:i:7:p:1022-1034:d:13211
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    References listed on IDEAS

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    1. Susan C. Cook-Patton & C. Ronnie Drever & Bronson W. Griscom & Kelley Hamrick & Hamilton Hardman & Timm Kroeger & Pablo Pacheco & Shyla Raghav & Martha Stevenson & Chris Webb & Samantha Yeo & Peter W., 2021. "Protect, manage and then restore lands for climate mitigation," Nature Climate Change, Nature, vol. 11(12), pages 1027-1034, December.

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