What Is Green Marketing?

Green marketing is a management process that can identify, anticipate, and meet the social needs of consumption, and can bring profit and sustainable operations. The concept of green marketing believes that in the marketing activities of enterprises, they must comply with the requirements of the sustainable development strategy of the times, pay attention to the protection of the earth's ecological environment, and promote the coordinated development of the economy and the ecological environment in order to realize the interests of the enterprise, consumers, society, and the environment. Coordination.

Green marketing

Green marketing is a management process that can identify, anticipate, and meet the social needs of consumption, and can bring profit and sustainable operations.

1 Conducive to tourism hotels occupying the market and expanding market sales

With the increase of public environmental awareness and the improvement of living standards, people have gradually realized that the pursuit of material enjoyment and excessive consumption of natural resources will deepen the crisis of the planet and humanity itself. Green consumption, which is characterized by environmental protection, is affecting people's consumption concepts and behaviors, and has become a new fashion. Every year in the world

Green Marketing Evaluation System I

Green products and green marketing are relative concepts, which are confirmed in comparison with traditional products (marketing). Establishing a unified evaluation standard by an internationally recognized authority organization to evaluate and test an enterprise's green products and green marketing is an important move to promote green marketing. This chapter mainly introduces the ISO14000 environmental protection certification standard promulgated by the International Organization for Standardization; the evaluation system and quantitative analysis model for judging the grade of green products; and the evaluation of the benefits of implementing green marketing for enterprises.

ISO14000 environmental certification standard

In 1993, the International Organization for Standardization (ISO) established the Technical Committee for Environmental Management Standards (SIO / TC207) to bring environmental management work into the international standardization track, and promulgated the ISO14000 series of standards. The purpose of the ISO14000 series of standards is to establish and implement a series of environmental management systems to achieve the purpose of "comprehensive management, pollution prevention and continuous improvement". Among them, the ISO14000 environmental standard system determines the environmental protection behavior of enterprises through environmental labels to promote the development of environmentally friendly products and achieve the purpose of consciously improving the environment and protecting the environment. China is a member of ISO / TC207, In 1995, the National Technical Committee for Environmental Management Standardization and the China Environmental Management System Certification Steering Committee were established to implement the certification of ISO14000 environmental indicators. In December 1996, the ISO14000 series of standards were converted into national standards, and enterprises that have passed the certification can obtain the "green" mark. 1.1 Features of ISO14000 series standards

The basic framework and content of the ISO14000 series ISO14000 is an international environmental management series standard, that is, "an organization is concerned with the implementation, maintenance, or completion of its environmental protection policies related to the atmosphere, water quality, soil, natural resources, and ecology Including the entire management system standards of planning, operation, organization, resources, etc. ". Its contents mainly include: environmental management system; environmental audit; environmental labeling; environmental behavior assessment; life cycle assessment and terminology and definitions. The ISO14000 standard has 50 standard numbers and 51 standby standard numbers. The 50 standard numbers are from ISO14000 to ISO14049; the 51 standby standard numbers are from ISO14050 to ISO14100. Currently published are: "ISO14001: Environmental Management System-Specification and Use Guide"; "ISO14004: Environmental Management System-General Guide to Principles, Systems and Supporting Technologies"; "ISO14010: Environmental Audit Guide-General Principles"; " ISO14011: Environmental Auditing Guide-Audit Procedures-Environmental Management System Audit "; ISO14012: Environmental Auditing Guide-Environmental Auditor Qualification Requirements;" ISO14040: Life Cycle Assessment-Principles and Framework ", etc. ISO14000 is a new environmental management system suitable for all industrial and mining enterprises, various departments and institutions. It does not address the issue of absolute quantitative standards, technical issues, and product standards. It mainly addresses the issue of compliance with environmental regulations and compliance with commitments. Therefore, no matter the developed or developing countries, it is feasible for any unit to implement the ISO14000 series of standards.

Characteristics of ISO14000 This series of standards is different from the 364 environmental quality and pollution emission standards established by China. It is a standard that will be used internationally and a management standard. It has the following characteristics:

1. With consumer behavior as the fundamental driving force,

2. Voluntary application without any mandatory,

3. There is no absolute amount setting, based on the laws and regulations of each country,

4. Emphasize continuous improvement and pollution prevention,

5. It is a management system, focusing on the integrity of the system, 6. emphasizing the application of life cycle thinking. 1.2 ISO14000 certification work

Application and certification procedures

1. Enterprises should establish an effective environmental management system (EMS) under the guidance of relevant agencies;

2. Apply to the certification body;

3. The certification body evaluates, revises, and audits the enterprise;

4. Pass the examination and issue the certificate.

"ISO14000 Certificate" The ISO14000 certificate mainly proves that the applicant enterprise has established an effective "Environmental Management System" (EMS). This is a general set of resource management tools applicable to all industries. Enterprises can formulate environmental protection policies, determine environmental protection tasks, responsibilities and practices within the framework of the system, and also provide training, organization, and planning to employees. The ISO14000 series is different from the ISO9000 series standards: the former proves that the company has an effective environmental management system; the latter proves that the company's products or services have reached a certain quality; in addition, the ISO9000 series is the buyer's requirements for the supplier, and the ISO14000 mainly consists of Internally promoted. 1.3 China's ISO14000 Series Certification

Establishment of certification body

1. "National Environmental Protection and Environmental Management System Audit Center (CCEMS)".

2. "National Technical Committee for Environmental Management Standardization."

3. "National Steering Committee for China Environmental System Certification".

Carry out pilot work

On August 8, 1996, the State Environmental Protection Administration issued the "Notice on the Implementation of the ISO14000 Certification Pilot of the Environmental Management System". The Environmental Management System Audit Center of the State Environmental Protection Administration went to Qingdao, Xiamen, and Shanghai on September 12 of the same year to begin the first batch of ISO14000 environmental management system (EMS) certification audits.

On August 19, 1996, the State Environmental Protection Administration sent a member to attend the publicity and implementation of the ISO14000 conference convened by the Xiamen Municipal Government. Xiamen Mayor Hong Yongshi announced that Xiamen will be built into a national environmental protection demonstration city and the ISO14000 certification pilot will be carried out.

On January 22, 1997, the State Environmental Protection Agency held a press conference to announce that the first four companies have passed ISO14001 certification; and issued certificates to these four companies at the meeting. These four companies are: Xiamen ABB Switch Co., Ltd., Shanghai Takahashi BASF Dispersion Co., Ltd., Haier Group Corporation and Beijing Panasonic Color Picture Tube Co., Ltd. ^[1]

Green Marketing Evaluation System II

Evaluation indicators of green products

Strictly speaking, products that fully comply with environmental requirements and absolutely do not cause adverse effects on the environment are rare. Therefore, all countries that implement the green mark have recognized that a product with a green mark only has less impact on the environment or harms compared to other similar products with similar functions. To identify the differences in environmental impact between products, it is necessary to perform an environmental impact analysis on the entire life cycle of the product, that is, the entire process from raw materials, production, sales (including packaging, transportation) to post-disposal to find out the total environment of the product influences. Many countries that have implemented the green label in foreign countries usually take the following steps in order to select the types of environmental label products and formulate the criteria that must be met to obtain environmental labels: 1. Product type selection; 2. Environmental impact of the entire life cycle of the product on the primary product type Evaluation; 3. Establish appropriate standard values for evaluating the environmental performance of the product; 4. Select the range of product categories. Among them, the environmental impact assessment of the entire life cycle of the primary product selection is the basis for selecting product types and formulating green label product standards, and it is also the key and core of implementing the green label. 2.1 Basic principles for establishing a green product evaluation index system For more complex work, in order to achieve scientific, normative, and usable in a wide range, its establishment must follow certain principles: 1. the principle of purpose, 2. the principle of system comprehensiveness, 3. the principle of science, 4. The principle of combining dynamic and static, 5. The principle of combining quantitative and qualitative, 6. The principle of simplicity, comparability and operability, 7. The principle of independence, 8. The principle of emphasis. 2.2 The determination of the index system for the evaluation of green products is the most important issue in the evaluation of green products. According to the evaluation standards for green products, the index system for green products should include four major systems: resource use index, energy use index, environmental status index, and economic status index. ; Each indicator is composed of complex multivariate parameters, as shown in Figure 12-1. According to the basic principles of establishing a green product evaluation index system, combined with the characteristics of green products, under the guidance of the international environmental ISO14000 system and the environmental standard system issued by the National Technical Supervision Bureau, the multi-level decomposition of the total evaluation index is based on the purpose of evaluation. (Grouping), arranged into an inverted tree-like target hierarchy, from the total evaluation index to the lower-level index, and gradually decomposed into the lower-level sub-indicator. The original data only needs to know the data of the lowest sub-indicator. The decomposition of an indicator is to obtain a more specific indicator for quantification. When the decomposition is to a sub-indicator that can generally be measured, the decomposition can be stopped. Because there are no more than 4 control variables for a certain state variable in a general mutation system, the indicators at each level (sub-indicators of a single indicator) should be decomposed to no more than 4 correspondingly. In this way, the evaluation index system of green products is a layered system consisting of a target layer, a criterion layer, an index layer, and a sub-indicator layer. The target layer is reflected by the criterion layer; the criterion layer is determined by specific evaluation indicators. Each level and its specific content are shown in Figure 12-1: