Jockey Club Responsible Consumption Programme
The Department of Marketing of the School of Business was supported by the Hong Kong Jockey Club Charites Trust to launch the “Jockey Club Responsible Consumption Programme” in 2018. Focusing on “Ugly Food”, “Shopping Bags and Packaging Materials Reduction” and “Sustainable Fashion”, the three-year educational conservation community programme aims to promote responsible consumption culture for a more sustainable city.
The Programme would not have materialised without the generous support from the donor. The Department of Marketing has launched a secondary school marketing contest, a TV programme and a research project to engage the Hong Kong community, particular the youth, in responsible consumption behaviours.
In the past two years, more than 650 secondary school students participated in the Marketing Contest and unleash their creativity to tackle environmental issues. A total of 130 promotion videos to advocate responsible consumption were produced and reached more than 250,000 impressions on social media. The semi-finalists had a chance to join a series of activities and exchange views and ideas with corporate representatives and HKBU marketing professors.
In addition, a four-episode TV programme #TreasureEat and Act now! Plastic Free! were aired on CableTV and Hong Kong OpenTV in 2018 and 2019 respectively. The TV show looked into designated environment issues of each year and advocate responsible consumption behaviours to the Hong Kong community. After viewing the TV Programme, 83% of respondents showed their willingness to consume responsibly.
Moving to the third year, the Programme will focus on Sustainable Fashion. Please click here for more details and updates.
“Thanks to the generous support of The Hong Kong Jockey Club Charities Trust, the Department of Marketing has launched the “Jockey Club Responsible Consumption Programme”, which raises the public awareness of responsible consumption, particularly among the youth. This programme gives our next generation a deeper understanding of sustainability issues and encourages behavioural change in order to create a better future.”
Dr. Henry K.Y. Fock
Head, Department of Marketing
School of Business, HKBU