The Problems and Solutions of Green Marketing in Developing Country

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The Problems and Solutions of Green Marketing in developing country In recent years, along with the widespread approval of sustainable development, it has gradually become a mutual recognition all over the world that the green economy is the new economic type which will realize the sustainable development during the 21st century. Complied with this historical trend,green marketing has also gradually become one typical new concept marketing pattern of the humanist marketing time. (Li,2007) Based on it, this essay attempts to elaborate the present situation of green marketing in the developing country and points out some problems exist now,at last,some suggestions will be given based on these issues. 'Green Marketing:A Management Trend of Turning Crisis into opportunity',which was written by Ken Peattie(2001,P.23),the professor of Cardiff University ,pointed out that : 'The Green marketing is a kind of social needs that can be identified, expected and can meet the demand of consumption , and it is a management process that can bring profits and make the management sustainable.'( Ken Peattie.2001)With the implementation of sustainable development strategy, carrying out the green marketing, paying attention to the natural ecological balance, reducing environmental pollution has become an unavoidable choice of modern enterprises. At the same time, it is also the prerequisite of enterprise participating in the market competition . Green marketing idea believes that in the marketing activities,the enterprise should not only meet the requirement of sustainable development strategy, but also pay more attention to ecological environment protection, and promote the coordinated development of economy and ecological environment, in which way can realize the coordination and unification of the interests of company , consumer , society and the ecological environment. ( Crane et al, 2005)  At present, the emphasis on green marketing has become a brand new section in enterprise competition of the new century . However, when it comes to the green marketing development,because of the resistance and obstacle of technology , industrial structure, environmental policies , there is still a considerable gap between the developed countries and the developing countries. First of all,the public haven't formed the social demand for green consumption.Taking China as an example , the environmental situation there is very serious.However ,because of the low quality of national population and the misleading of the media,there is only a small number of people who would like to understand and accept green marketing.Most consumers do not understand the significance of green marketing,because they have not formed the inherent demand of green consumption, and they even do not know anything about the concepts of green products, green consumption and green marketing .(Li,2007)When the consciousness of green consumption have not been risen to a certain level, the individual consumers will believe that they have no direct link with the environmental issues ,which means that they are not willing to take a positive attitude to it, but to escape it negatively, or even try to destroy the environment .According to Li Rongqing, professor of University of Wuhan in China,the 'green' consumption consciousness of these consumers still remains in the primary stage, they hope they 'will not be polluted by the environment ', instead of 'don't pollute the environment'.(Ibid) Besides that,price of green products is very high,what is more, the demand for green is insufficient .According to the data surveyed by Li Rongqing (2007,33), although there are more than 30% of Chines consumers claimed that they care about the 'green' products, the market share of green product is rarely low , reached only 3% of all.Some scholars regard this phenomenon as the syndrome of 30:3 , which makes the current green consumption imbalance . Further more,funds and technology...
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