Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Economic Analysis of Green Marketing

Author HeHanYi
Tutor WangHui
School Southwestern University of Finance and Economics
Course Political Economics
Keywords Green Marketing Sustainable Development Externality Game Theory Adverse Selection
CLC F274
Type Master's thesis
Year 2006
Downloads 819
Quotes 10
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Since the the50’s and 60’s of 20th century, productivity has been developing at unprecedented speed, and mankind has created unprecedented material wealth, thus greatly enhancing the human material standard of living, promoting human civilization. However, accompanied by the development of technology and increased of productivity, a number of problems endangered the interests of all mankind and the existence of human civilization. Such as environmental problem, on the one hand environment supplies human with material, on the other hand it has suffered from the hazards produced by human. From the 1990s of last century onwards, the international community and governments in various countries have adopted energy resources, environmental protection declaration or resolution to develop the strategy of sustainable development. With the guidance of green consciousness, people began to promote the green production and advocate green consumption; enterprises are facing to the pressure of improving production methods and coordinating them with the natural environment and getting opportunities to develop a huge green consumer market. The modern enterprise management have emerged a wave of green marketing and green run through the operation of enterprises. Evidently, the green marketing is the inevitable choice to meet consumer demand. Green marketing will be the mainstream of the 21st century’s enterprise marketing.In theory, green marketing and sustainable development is interrelated, their goals are consistent, viz. to use natural resources rationally, to protect the environment effectively and to ensure socio-economy to develop permanently and sustainably. Specifically, sustainable development is the theoretical foundation of green marketing, green marketing is the basic means to achieve sustainable development.

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