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Importance of Green Marketing and Its Potential
绿色营销的重要性及其潜力
Zuzana Dvořaacute;kovaacute; Liacute;scaron;kovaacute;1*, Eva Cudliacute;novaacute;1, Petra Paacute;rtlovaacute;1, Dvořaacute;k Petr2
University of South Bohemia, Faculty of Economics, Department of Regional Management, Czech republic 2Institute of Aquaculture and Protection of Waters, Faculty of Fisheries and Protection of Waters, University of South Bohemia, Czech republic
Green marketing is possibly the newest type of marketing. Recently, it has also been the most discussed one by organizations, companies and even states. Green marketing tries to produce, promote and recycle products that are friendly to the environment. Green marketing is a global concern and it is going to have a better future. However, this type of marketing meets a few problems such as much effort to replace conventional products and a lack of confidence. Many companies produce and promote such products as much as possible. In spite of this, the public is still sceptical. The paper presents the theoretical important knowledge on green marketing, its definitions, customer behaviour formulas, and its potential.
JEL Classification M31, E21
Keywords: green marketing, behaviour, Eco-product, generation
绿色营销可能是最新的营销类型.最近，它也是组织，公司甚至国家讨论最多的一个。 绿色营销试图生产，促销和回收对环境友好的产品。绿色营销是全球关注的焦点，未来将会更加美好。但是,这种营销方式遇到了一些问题，如替代传统产品的努力和缺乏信心。尽管如此许多公司尽可能生产和推广这些产品,公众仍然持怀疑态度。本文介绍了绿色营销的理论重要知识，其定义，客户行为公式及其潜力。
JEL Classification M31, E21
关键词：绿色营销，行为，生态产品，一代
Introduction
Green marketing is usually seen as the promotion and advertisement of products that are presumed to be environmentally preferable. It came into prominence in the late 1980s and early 1990s. However, before that, in 1975, the American Marketing Association (AMA) presented a workshop about “ecological marketing”. The workshop was supposed to connect specialists of different areas to discuss the impact of ecologically oriented marketing on the environment. The ecological marketing was defined as the study of positive and negative impacts of marketing activities on pollution, energy consumption and non-energy sources. Although such a definition is a useful starting point, it was necessary to define green marketing in details. The literature uses several definitions of Green Marketing. American Marketing Association provides three ways to define Green Marketing, in terms of sales, social marketing perspective and the environment.
介绍
绿色营销通常被认为是环境优先的产品的推广和广告。它在20世纪80年代末和90年代初引人注目。然而，在此之前，1975年，美国营销协会（AMA）举办了一场关于“生态营销”的研讨会。研讨会应该连接不同领域的专家，讨论生态导向型营销对环境的影响。生态营销被定义为研究营销活动对污染，能源消耗和非能源的正面和负面影响。 虽然这样的定义是一个有用的起点，但有必要详细说明绿色营销。文献使用了绿色营销的几个定义。美国营销协会提供了从销售，社会营销的角度和环境三种方法来定义绿色营销。
Methodology
The paper explores the theoretical approaches to green marketing, presents definitions, customer behaviour, formula and its potential. For our analyses and syntheses we used scientific projects and articles.
方法
本文探讨了绿色营销的理论方法，提出了定义，客户行为，公式及其潜力。对于我们的分析和综合，我们使用科学项目和文章。
Green marketing in context
Retailing definition sees GM as the marketing of products that are presumed to be environmentally safe.
Social marketing definition sees the issue as the marketing of products designed to minimize negative effects on the environment or to improve its quality.
Environmental definition defines green marketing as the efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns.
The difference between the traditional and green marketing is quite specific. A responsible organization should be able to enforce environmental considerations into each part of its business, put emphasis on the development of products in such a way that the whole process is of a little negative impact on the environment and meets the needs of consumers. Overall, it is a very difficult and complex issue.
Green marketing must adapt to customers which affects not only the environmental impact but also the social and political reality (Kinoti, 2011).
John Grant in his book called The Green Marketing Manifesto (2007) defines green marketingacute;s five Iacute;s. It is a list of features that should be highlighted by the marketing people in enforcing GM.
环境中的绿色营销
零售业的定义认为，通用汽车是被推定为对环境无害的产品的营销。
社会营销定义将此问题视为旨在尽量减少对环境的负面影响或提高质量的产品营销。
环境定义将绿色营销定义为组织致力于以对生态问题敏感的方式生产，推广，包装和回收产品的努力。
传统营销与绿色营销之间的区别非常明确。一个负责任的组织应该能够将环境考虑贯彻到其业务的每个部分中，强调产品的开发，使整个过程对环境有一定的负面影响并满足消费者的需求。总的来说，这是一个非常困难和复杂的问题。
绿色营销必须适应不仅影响环境影响而且影响社会和政治现实的客户（Kinoti，2011）。
John Grant在他的书“绿色营销宣言”（2007）中定义了绿色营销的五个我。这是营销人员在强制执行GM时应强调的功能列表。
1. Intuitive – basically, people do not like changing their shopping habits. Buying organic or sustainable products appears more difficult compared to the traditional products. Marketing peopleacute;s job is to make it accessible and easy as a second nature, common sense.
2. Integrative – green marketing should combine commerce, technology, social effects, marketing and ecology. Unlike traditional marketing, it should link all the areas from production to sale, including environmental efforts in the same extent.
3. Innovative – marketing people should create new and innovative products in implementing an efficient green marketing into business.
4. Inviting – marketers using GM should invite consumers to buy environmentally friendly products. From a sales perspective it is vitally important to highlight the current benefits of these products – beneficial health properties, greater efficiency, durability, affordability, etc.
5. Informed – the brands of the modern world are there to inform people. People without knowledge of wineries prefer to buy a wine brand just because they see a well-known brand as a quality. GM should prefer the contrary. It should spread
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