This thesis explores the three campaigns Greenpeace has made towards the video game console producing companies, Sony, Microsoft and Nintendo. Using a qualitative approach I investigate how communication from an environmental organization may affect companies and what challenges Greenpeace face when they develop campaigns in relation to companies. Even though the industry is quickly expanding, almost no one had ever discussed video game consoles in relation to the environment. The situation changed when Greenpeace included Microsoft and Nintendo in their 6th edition of the “Guide to Greener Electronics”. In this guide companies in the consumer electronic industry were ranked based on their environmental communication and Microsoft and Nintendo received a very low score. Greenpeace was critiqued for the way their guide was carried out. The “Clash of the Consoles” campaign was an internet video summarizing the critics towards the game console producing companies from “Guide to Greener Electronics”. The campaign “Playing Dirty” investigated chemicals in the consoles and concluded that the companies followed legislation on regulated chemicals, but on unregulated chemicals high levels was fond in some cases. Greenpeace is usually known for using a direct approach with striking images in their campaigns. But in these cases no striking images have been used which makes it harder for them to gain sympathy for their campaigns. The concept of CSR which is socially constructed has great importance for environmental communication. However CSR has a large number of different interpretations. As shown in the thesis Greenpeace and the three companies focus on different aspects of CSR.

Abstract The video game consoles was accompanied with players for decades, from the video game consoles of the first generation that have simple screen and hardware, to the video game consoles of the seventh generation that have exquisite screen, online functions, and excellent hardware, players have deep impressions on these video game consoles of every generation. In the market of new generation video game consoles, Wii was favored with consumers after Nintendo began to sale it, because we could use the motion controller to control the games. However, the gap of the quantities of new generation video game consoles was narrowed by the SONY and Microsoft after they started to offer motion controllers, the Playstation Move for PS3 and Kinect for XBOX 360. Therefore, understandingthe factors that affect the intention of X and Y generation consumers, the main consuming group of video game consoles, to purchase new generation video game consoles is the important thing for corporations. We add perceived playfulness and portraits of the new generation into Technology Acceptance Model (TAM) and modify TAM to discuss the factors to affect the intention of X and Y generation consumers to purchase new generation video consoles. The total research effective tests are 202 copies. The conclusions of this study are presented as follows: 1. X generation consumers pay more attention to perceive usefulness, and Y generation consumers pay more attention to perceived playfulness. 2. Variables that affect X and Y generation consumers most are perceived usefulness, perceived playfulness, portraits of video game consoles and intention of use. 3. TAM is confirmed that it¡¦s suitable for the study on video game consoles.