Download Management & Engineering Consumption

Management & Engineering 19 (2015) 1838-5745
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Management & Engineering
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The Research of Enterprise Green Marketing Based on Green
Consumption
Zhonghua WU ∗
School of Business Administration, Jiangxi University of Finance & Economics, Nanchang 330013, Jiangxi
KEYWORDS
Green consumption,
Green marketing,
The marketing strategy
ABSTRACT
Since human society entered the industrialization era, due to the rapid development of world
economy and the continuous expansion of urbanization, bringing the humanity developed
material civilization at the same time, also make the earth's resources rapidly reduced. The
increasing number of harmful substances such as “three wastes” emissions and deterioration
in the human ecological environment has attracted an increase in attention. Green marketing
refers to the enterprises in environmental protection as the guiding ideology of management,
in green culture as the values, to consumer green consumption as the center and starting
point of the marketing concept, marketing methods and marketing strategies. It requires the
enterprise in the operation to carry out its own interests, consumer interests and
environmental interests, the principle of combining enterprise from product design,
manufacturing, packaging, distribution, and finally recycling and reprocessing, etc. Each link
is to meet the market demand and protect the environment as the goal.
© ST. PLUM-BLOSSOM PRESS PTY LTD
1 Introduction
From the atmospheric ozone layer destruction of climate warming, the emergence of global environmental problems such as the
occurrence of food safety problems i.e. sanlu melamine milk powder, hainan “vegetables”, cooking oil and other food safety
problems, and excessive addition of antibiotics, prompted the consciousness of people environmental protection and the growth in
awareness of health. To protect the environment, protect the earth, advocate healthy life, safe food for the purpose of environmental
protection movement is booming around the world. This aims to improve the quality of life concept of consumption, “green
consumption” arises at the historic moment, the consumers are increasingly favorable to no pollution beneficial to health of body and
mind of “green products”, the “green consumption” wave, will certainly to our country enterprise bring new challenges to the
traditional mode of operation. The “green marketing” is the inevitable choice of enterprise marketing, and visionary entrepreneurs
should change ideas to take countermeasures as early as possible, in time to adapt to this new consumption trend.
∗
Corresponding author.
E-mail address: [email protected]
English edition copyright © ST. PLUM-BLOSSOM PRESS PTY LTD
DOI:10.5503/J.ME.2015.19.018
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2 The Enterprise Should Advocate Green Marketing Concept
Green marketing refers to the enterprises in environmental protection as the guiding ideology of management, in green culture as the
values, to consumer green consumption as the center and starting point of the marketing concept, marketing methods and marketing
strategies. It requires the enterprise in the operation to carry out its own interests, consumer interests and environmental interests, the
principle of combining enterprise from product design, manufacturing, packaging, distribution, and finally recycling and reprocessing,
etc. Each link is to meet the market demand, to protect the environment as the goal. Since the 70s, some foreign scholars began to
research on green marketing and discussion, along with the human environmental protection consciousness enhancement and the rise
of green consumption. Green marketing on a global scale gradually get attention, where more and more enterprises accept, adopt and
achieve considerable economic benefits and social benefits. The process of the commodity economy development enterprise
marketing concept has experienced production concept, marketing concept, social marketing concept and so on the different stage.
Green marketing is a kind of brand-new concept. The emergence of the concept of green marketing is a modern enterprise in the
pursuit of material progress process of awakening human survival environment crisis, further deepening and developing of social
marketing concept. The emergence of the notion is not accidental, is a human created highly modern material civilization, and has
experienced two revolutions in the process of the agricultural revolution and industrial revolution. The entrepreneurs to human
progress and development played a huge role at the same time also brought many negative effects. The industrial civilization caused
the earth's ecosystem degradation, also known as the black culture, leading to ecosystem rapid failure. In the resource depletion,
human beings are facing the serious situation of environmental pollution and deterioration of ecological environment. People
gradually realize the process of their own development and a must to live in harmony with nature has built a green civilization of the
world.
3 The Characteristics and Performance of Green Marketing
Green marketing on the basis of conventional marketing, generally refers to the enterprises to meet the needs of the consumers,
maintaining the basis of human survival environment to achieve its own profit and other goals, product or service to market
investigation, research and development, design and manufacture, procurement, production, marketing and a series of business
activities. Its characteristic is as follows:
First characteristic is the concept of ecological marketing and social marketing concept integration, which reflects the enterprise to
adapt to the consumer interests and efforts of common human desire;
Second characteristic is that the awakening of consciousness of “green” aroused consumer demands for healthy, safe and clean
environment, so as to produce the green product production and development of green industry;
Third characteristic is that the resources sustainable use should be kept and improvement of ecological environment protected. The
more development and utilization of renewable resources is the goal of green marketing;
Four characteristic depicts that green products in all countries in the world reflects the same product quality, product production and
use, consumption and disposal as to meet the requirements of environmental protection, safety, health, pollution-free.
Green marketing to countries around the world, is determined by the effectiveness of the green marketing: (l) Green marketing for
enterprises occupy the market and expand the sales market. With enhancement of the consciousness of “green”, it becomes
fashionable for consumers to buy green products, enterprise through the green marketing, to expand the sales market, promote the
enterprises to expand market share; (2) To promote enterprise culture construction and optimization of enterprise behavior. Green
marketing has prompted companies to adopt the prevention and control and prevent pollution of the technology or the use of
pollution-free technology and equipment, etc., within the enterprise to build a clean and safe work environment, beneficial to the
physical and mental health for enterprise employees, cultivating enterprise consciousness of “green culture”; Observe the behavior of
foreign enterprises, through the green marketing self-interest goal into the interests of the consumers and the society, eliminate the
enterprise short-term behavior, damage the interests of the consumers and the society to protect legitimate business legal behavior; (3)
Advocacy of the emerging green civilization: through green marketing activity, make the economic development can not only meet
the demand of modern people, but also not harm and threaten the survival and development at later time, relying on the growing of
the green civilization, guarantee and promote the sustainable development of social economy.
4 The Enterprise Green Marketing Idea
Green marketing meets consumer needs and social needs, and can bring profits and sustainable business management process.
Enterprises should, at a height of strategy develop green technology, production of green products, establish the green image, and
should not engage in impractical cases. Green marketing is the traditional marketing to join green, a combination of factors on each
step, and enterprise implementation of green marketing should concentrate on the following several aspects.
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4.1 Collect green information
Faced with lots of green business, the enterprise to market demand, to collect information related to the green, combined with their
own situation to take corresponding measures to further study the feasibility and veracity of information, provide the basis for
enterprises to implement green marketing, green information collection include: green consumption information, green technology,
green regulations information, green groups, such as green products, green market size information, such as the development of
pollution-free products, less products to add antibiotics, use of enzyme, Chinese traditional medicine replace to produce products.
4.2 Develop green products
This is green marketing support. Green product development should begin with the design of the product, including the selection of
material, product structure, function, the determination of manufacturing process, packaging and transportation, the use of the
product to product waste disposal which have to consider the impact on the environment. Green design is the key to this phase, it
emphasizes the effective use of resources and energy, not only to make effective enterprises, reduce unnecessary waste, and to
consider the problem of waste disposal, but also will help to slow down the depletion of the earth's resources, in product design, to
comprehensive consideration of various factors, such as material selection, product function and structure, manufacturing process,
packaging, recycling, etc, so as to satisfy the safety of people, healthy and low pollution, energy saving, and easy to operate. Green
products is a kind of clean production process, which includes: (1) Clean production: use less as far as possible, without toxic and
harmful raw materials; Reduce the production process of various risk for home; To pass or reject less technology and efficient
equipment, the recycling of materials, etc.; According to the requirements of safe animal products, popularizing the new technology,
to produce high quality assurance, digestive, fast weight gain, safe and healthy (2) Clean, pollution-free, safety products, save raw
materials and energy use of the product, product use and after use without endangering human health and ecological environment
factors, easy recovery and reuse and regeneration, easy processing, easy to decompose, etc.; For protein research and development,
agricultural and production of sideline products and high efficiency, technology as the key point, for unconventional development.
To accelerate the development and promotion of safe, no dyeing, efficient green additives, biological safety system is established to
reduce the happening of the disease, and to reduce the dose of livestock farming. Green products packaging is an important part of
physical products, it is directly related to consumers' first impression of the product, so the packaging is regarded as the “silent
salesman”. The enterprise design packaging should choose low materials and other biodegradable, non-toxic materials for packaging
which brings less pollution to environment.
4.3 To develop green price
With the improvement of living standards, people pay attention to product quality, advocating healthy, willing to buy green products
at higher price. Green products not only meet the physiological needs of consumers, but also meet the psychological needs of the
people about health and civilization. The more consumers increase their preference for green products, the smaller the elasticity of
demand, and consumers’ psychological acceptance towards green price is higher. Psychological factors at present on the green price
level decisions are particularly important according to consumer preferences and can be a psychological pricing strategy. If the green
price is consistent with the consumers’ mental preparation, or similar, they will be happy to accept it psychologically; If consumers
are prepared for conflict or phase grams, it will create estrangement and resistance. Thus with realistic psychological consumers, if
price of green practice the mantissa pricing more, it can stimulate their desire; For consumers who are psychologically status
conscious, the prestige pricing is more suitable. Consumer psychology is quite broad and requires deep understanding of the green
price to reflect it scientifically and artistically. Green price must be in accordance to the analysis of consumer prices eventually and is
accomplished by consumers. (1) Consumer acceptance survey with green price strategy, green price basically accepted by consumers,
86.9% of consumers think green price is understandable, 34.49% of them think green product content is worth somewhat. As a result,
manufacturers can consider implementing new product pricing strategy. As new green products on the market are mostly products for
consumers, they have high novelty and significant characteristics, thus it can be a high pricing strategy. Compensation costs in the
short term helps enterprises to obtain profit and at the same time can also enable the green products to create a quality brand image.
(2) Income level of consumers and the green price largely determine consumers' ability to pay for green consumption. Consumers at
different income levels are negatively correlated with the price elasticity of demand, namely, the higher the income level, the less
sensitive to price. Vendor the elasticity of demand, consumers should be aimed at different income levels and groups according to the
product variable cost price, using a variety of price levels to product marketing. (3) The different education degree and green
consumer price level of education also played a part in green purchasing power. If Cultural level is different for green product,
identification preference is different also. Enterprises should adopt target customers by choosing a pricing strategy. Green products
face a broad market and the complicated consumers. Enterprises must carry out on market segmentation, according to the
characteristics of the segment target customers choosing green pricing strategy, only to find accurate market positioning, where they
can expand green product sales and improve enterprise economic benefits.
4.4 Choose the green channel
A green smooth marketing channel is the key for enterprises to carry out green marketing. Enterprise only sufficiently protects green
product logistics, business flow, value flow, information flow unimpeded in the channel, to eventually realize the green consumption.
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In the green channel construction, the enterprise should combine product characteristics, give full play to the green characteristics of
products, and realize green channels. Special construction belongs to green marketing channels. We know that the enterprise in the
process of green marketing, can't completely reject the green products. Usually a company's main products are green products, and
green product is only part of the business. In this case, the enterprise may in order to save cost and channel cost, put green products in
common channels for sales. In doing so, the surface can save many costs, but in the long run, it will cause the value of the enterprise
of green products to reduce, consumption of enterprise green brand reputation and brand value, and exit the green part of the green
brand or product marketing areas. Obviously, the green marketing and the general marketing channels confuse STH with STH, else it
is not wise and not desirable. Because of this, we suggest that the enterprise must carry on the construction of green marketing to
separate pure green channel. Green represents a healthy, green dealer or distributor should also have good green nature and
temperament. On one hand, green distributor or dealer should have good green reputation, ability and willingness to contribute to
green causes; On the other hand, can accept and adhere to the green marketing idea, enquire if attention is paid on the daily
management process focusing on the importance of green environmental protection, and through its green management has obtained
considerable green revenue; Also, green distributor or dealer in daily management process related enterprise is willing to accept
green guide, adopt proper feasible green means of competition, and the sustainable development of green and healthy competition
order. As auxiliary, the enterprise can open some green stores, to ensure that the outlet “pure green management” establishes green
credit products, thus ensuring that the consumer's perception of green products will play a bigger role.
4.5 Carry out sales promotion of green marketing
Green marketing is a new idea, where the enterprise promotes its green marketing objective, set a good green image in public, and
green marketing action. Companies can use a variety of media publicity to promote their contribution in the field of green, and
actively participate in various affairs related to the environmental protection, and take concrete actions to strengthen enterprise image
in the eyes of the public. Green marketing's main method has the following several aspects: (1) The green advertising. Through
advertising to product green function orientation, guiding consumers to understand and accept the advertising appeal. Suggested
budgeting and growth in green product market, through a large amount, wide face of green advertising, builds the green marketing
atmosphere, and stimulate consumer purchasing desire. (2) The green marketing. Through green marketing, green marketing and
business promotion, from sales site to sell field, propaganda, the promotion of products directly to consumers of green information,
explanation and demonstration function of green products, to answer consumer green consulting, about various environmental status
quo and development trend of green marketing, stimulate consumer consumption desire. At the same time, through the trial, gifts,
contests, preferential policy, guide in consumer interest, contribute to purchase behavior. (3) Green public relations. Through the
enterprise public relations personnel to participate in a series of public relations activities, such as published articles, speeches,
television, data playback, social-networking, environmental protection public welfare activities participation, sponsorship, etc.,
widely contact with the social public to enhance public awareness of green, setting up enterprise's green image, building a broad
social base for the green marketing, and promote the development of green marketing.
5 Conclusion
In conclusion, green marketing is the product of the era development, in accordance with the concept of green marketing that
enterprise should use the concept of green marketing to manage their own business, to meet consumer demand for green products,
and conform to the trend of our times, thus, enterprises can meet the needs of the consumers, so as to improve the market
competitiveness, and improve their own economic benefits and social benefits.
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