10.2190/R1KG-CQ9G-LU5D-C9AU R1KGCQ9GLU5DC9AU 3 Promoting Mandatory Deposit Laws in the United States: A Marketing Approach 33 46 20020509 20020509 20020509 20020509 R1KGCQ9GLU5DC9AU.pdf http://baywood.metapress.com/link.asp?target=contribution&id=R1KGCQ9GLU5DC9AU 1 Matthew H. Sauber Sellinger School of Business and Management, Loyola College in Maryland Since the latest passage of mandatory deposit laws (bottle bill) on beverage containers in Massachusetts and New York in 1983, a new hope has emerged among the environmentalists to push for a national law. In the Northeast, Maine, Massachusetts, Vermont, Connecticut, New York, and Delaware have already joined the rank of those states with bottle bills. Attempts are underway to get the bill on the ballot in New Hampshire, Rhode Island, New Jersey, and Pennsylvania. This article introduces a conceptual framework on how to market and promote the "bottle bill" as an ecological product. L. A. Crosby, J. D. Gill, and J. R. Taylor, Consumer/Voter Behavior in the Passage of the Michigan Container Law, <i>Journal of Marketing, 45</i>, pp. 19-32, Spring 1981. J. Enck, Anti-Litter Activists Bottle Up the Container Industry, <i>Business and Society Review</i>, pp. 37-41, Fall 1982. E. Lowry, T. Fenner, and R. Lowry, Disposing of Non-Retumables: A Guide to Minimum Deposit Legislation, <i>Stanford Environmental Law Society</i>, pp. 13-17, January 1975. S. J. Owens, State Bottle Bill Model Legislation—Lessons from Prior North Carolina Bills and the Potential Impact of Passage, <i>Wake Forest Law Review, 15</i>, pp. 759-792, December 1979. E. Goldman and T. S. Auh, Public Policy Issue Analysis: A Four-Posted Research Design, <i>Public Relations Quarterly, 24</i>, pp. 20-26, Winter 1979. C. H. Fiske, The Return of Returnables: New York Enacts a Bottle Bill, <i>Pace Law Review, 4</i>, pp. 141-167, Fall 1983. P. Kotler and G. Zaltman, Social Marketing: An Approach to Planned Social Change, <i>Journal of Marketing, 35</i>, July 1971. M. L. Rothchild, Marketing Communication in Nonbusiness Situations: Or, Why It's So Hard to Sell Brotherhood Like Soap, <i>Journal of Marketing, 43</i>, pp. 11-20, Spring 1979. The Lobby that Battles the Bottle Bills, <i>Reader's Digest, 108</i>, pp. 237-245, May 1976. <i>Wall Street Journal</i>, p. 6, April 6, 1985.