Exploring the Theoretical Foundations, Strategies, and Future Trends of Green Marketing

Wenwen Yue; Xin Rao

doi:10.54691/tgsjm457

Authors

Wenwen Yue
Xin Rao

DOI:

https://doi.org/10.54691/tgsjm457

Keywords:

Green Marketing; Theoretical Basis; Market Environment Analysis; Performance Evaluation.

Abstract

With the increasing severity of global environmental problems, green marketing, as an important tool to promote sustainable development, has gradually attracted extensive attention from academia and industry. This paper systematically discusses the theoretical basis, market environment, strategy and practice, performance evaluation and future trends of green marketing, and provides a systematic framework for related research and practice. The study points out that green marketing is supported by the theories of sustainable development, social responsibility and marketing innovation, and the core is that enterprises are guided by environmental protection to meet the green needs of consumers and achieve coordinated development of economy, society and environment, which is significantly different from traditional marketing in terms of concept and strategy. By analyzing the macro (political, legal, economic, etc.) and micro (internal, supplier, etc.) market environment, the "4P" strategy system of green products, prices, channels, and promotions is constructed, and the economic, social, and environmental three-dimensional performance evaluation indicators are established. Through the combing and analysis of relevant literature, green marketing will develop in the direction of technological innovation-driven, consumer-led, cross-border cooperation, and integration of globalization and localization in the future, so as to provide guidance for enterprise practice and promote the sustainable development of the green consumer market.

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