دانلود رایگان مقاله بازاریابی سبز و مصرف گرایی به عنوان تغییر اجتماعی در چین: تجزیه و تحلیل ادبیات

Abstract

China has faced environmental concerns due to its increased economic growth. Corporations are under various pressures to address environmental issues and may be critical to social change in China. Competitive advantage from building green markets and green consumers can occur as social mores and norms evolve. Sustainable consumption can also be managed through green marketing and green consumerism efforts. This paper reviews the emergent research on green marketing and consumerism in China. A total 52 peer reviewed journal publications are identified and reviewed from a variety of journals ranging from technological to marketing based journals. A conceptual framework has been used to identify gaps and future research directions based on marketing strategy, industrial sector, international comparisons, and green consumerism, all of which play a role in society and its sustainability. This work is the first to analyze green marketing and consumerism in China.

6 Conclusion

China has faced significant economic growth and social change over the last three decades. With this growth has come commensurate ecological degradation. China’s government and its people are putting social and other pressures on corporations to green their processes and products. Ample opportunity exists for organizations to respond to these pressures and build competitive advantages. Marketing strategies that forecast and incorporate green dimensions and identify green consumer characteristics are necessary for organizations to improve their market positions in China.