Green Marketing the Chinese Way: Insights From a Medium-Sized High-Tech Daily Chemical Firm

Abstract

Research on green marketing in China is still underdeveloped. The purpose of this article is to present findings on perception, motivation, and marketing practices of a “daily chemical” firm in China that has successfully adopted a green sustainable business approach. Establishing characteristics of firms that instigate green initiatives, it provides a unique conceptual framework for this study. Findings have confirmed much of the literature on green marketing, while making visible specific categories that challenge some previously-held assumptions within the literature. It provides new insights to green marketing in contexts that are not immediately conductive to green sustainable principle.

KEYWORDS:

• green marketing
• green motivation
• eco-design
• sustainability development
• marketing mix
• China

Notes

1. 1. In this study confidentiality and anonymity of the participant is assured in line with ethics requirements. Thus the website material and other such accessed material are not ascribed to a specific named site as this would identify the firm.