Green packaging is a strong support point in green marketing (Chinese)

Although traditional social marketing attaches importance to the study of corporate interests and the long-term interests of consumers and society, it does not attach importance to social sustainable development. Green marketing, on the other hand, values ​​the relationship between business activities and the environment, breaks through national and regional boundaries, and focuses on the global environment. Therefore, the focus of green marketing is longer and more contemporary than traditional social marketing.

The so-called green products are products that contribute to the improvement of the society or the environment, or products that less harm the society and the environment, or products that improve the quality of the environment and society better than traditional products. Green products refer to products that are more conducive to eco-environmental protection than traditional similar products in the marketing process. It can be a modified product or a brand new product. In general, green products should meet basic requirements such as the saving of raw materials and energy consumption, the harmlessness of human health and the ecological environment, the rationalization of packaging and service life, and the ease of handling recycling and reuse.

Green products are the foundation of green marketing and they are also crucial. Businesses can fully influence the business behavior of their own choosing to run a commodity, prompting manufacturers to engage in the production of green products. When selecting a product to be operated, a merchant must give priority to whether the design of the product conforms to the principle of environmental protection, and whether the product has a harmful effect on the health and ecological environment of the consumer. The first choice of green products by merchants can not only effectively protect the ecological environment in the business sector, but more importantly, it will effectively promote the rationalization of the product design of production companies. To develop green products, green design is the key. When designing products, comprehensive consideration must be given to various factors such as material selection, product manufacturing, functional positioning, and the relationship between packaging and recycling and the ecological environment, and the adverse impact on the ecological environment should be minimized. When branding a product and selecting a brand, it must comply with the requirements of the green mark. Under the green concept, merchants insist on the marketing of green products, which will surely achieve the goal of continuous profitability through the continuous satisfaction of consumers' green consumer demand. The commodities that are operated by the merchants should be preferred to green ones, and should be selected less and non-green products should be gradually excluded.

Green promotion is the transmission of green products and green business information through the green media, which leads to consumer demand for green products and purchase behavior. In green promotion, green advertising, green public relations, etc. have an important role. They have different characteristics from traditional advertisements, public relations, and personnel promotion.

First of all, green advertising is a green advertising campaign through its five steps (5M), reflecting its green packaging characteristics: (1) Missions. The mission of green advertising is to determine the goals of green advertising campaigns, which mainly include informing consumers about the green content of the latest green products and existing products; reminding consumers to view the green records of companies and products; persuading consumers to believe that the company’s products Green performance is better than competitors' products. (2) Money. Solve the problem of how to determine the allocation of green advertising funds. In general, more green advertising fees are required under the following circumstances: A product plays a decisive role in the development of the company; the product is in the life cycle; the product competes fiercely in the market, and the product differentiation degree Low; inform, remind, and effectively convince consumers that they need to pass green information multiple times. However, as a company that conducts green marketing, as a whole, it should minimize the development of green advertising fees, otherwise it will suffer the guidance of public opinion. (3) Message. Companies pass green products and corporate information through certain media, colors, designs, languages, music, and behavior. Green information usually includes information such as technically reliable green information, green language, green living style, and green mood. (4) Media. Choose green media with high target coverage and low cost to deliver green information. (5) Measurement. Perform prior or post-measurement of green advertising effectiveness.