Connotation and characteristics of green marketing

The meaning and characteristics of green marketing

Green marketing is driven by green consumption. The so-called green consumption means that consumers realize that environmental deterioration has affected their quality of life and lifestyle, and require enterprises to produce and sell green products with the least impact on the environment in order to reduce consumption that harms the environment. The so-called green marketing refers to the marketing strategy that enterprises take environmental protection as their business philosophy, green culture as their values, and consumers' green consumption as their center and starting point, and strive to meet consumers' green consumption needs.

Green marketing is the extension and development of traditional marketing. As far as the marketing process is concerned, there is no difference between them, including market research, target market selection, making enterprise strategic plans and marketing plans, and making marketing mix strategies. However, if we put aside the general marketing and analyze them deeply, we will find that their research focus, input marketing information, target customers' needs and four marketing strategies all show different characteristics.

1. The research focus is different. The research focus of traditional marketing is the so-called "magic triangle" composed of enterprises, customers and competitors. This kind of marketing mainly obtains profits by coordinating the relationship among the three. Therefore, as the external natural environment of enterprises, only when it affects the "magic triangle" and thus affects the profits of enterprises can it be concerned. The research focus of green marketing is to consider the relationship between enterprise marketing activities and the natural environment, that is, to study what influence the natural environment has on enterprise marketing activities and what influence the enterprise marketing activities have on the natural environment. It can be seen that the focus of green marketing research is to further expand the "magic triangle".

Green marketing is not only different from the research focus of traditional marketing, but also different from traditional social marketing. Although traditional social marketing attaches importance to combining the interests of enterprises with the long-term interests of consumers and society, it does not attach importance to the sustainable development of society. On the other hand, green marketing attaches importance to the relationship between business activities and the environment, and breaks through the boundaries between countries and regions to pay attention to the global environment. Therefore, the focus of green marketing is longer and more contemporary than traditional social marketing.

2. Green products have different characteristics from traditional products. The so-called green products refer to products that help to improve the society or the environment, or products that are less harmful to the society and the environment, or products that improve the quality of the environment and social life better than traditional products.

Green products, like traditional products, have the following three forms of expression: ① main performance-core products successfully meet the main needs of consumers; ② Technical performance-the product meets all requirements.