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Green apps in China : Alipay's Ant Forest / Raffaele Filieri.
- Format:
- Book
- Author/Creator:
- Filieri, Raffaele, author.
- Zhou, Suning, active 2023, author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Internet marketing--Case studies.
- Internet marketing.
- Business ethics--Case studies.
- Business ethics.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2023.
- 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.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 1-5296-1934-3
- 9781529619348
- OCLC:
- 1362533081
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