【学习笔记】《Green Marketing in Emerging Economies》（1-6）

This book offers perspectives from different authors on how green marketing practices can be effectively communicated and positioned to positively shape consumers purchase behaviour and loyalty to green products  and organisations. The book is structured into two parts: the first part considers subjects on green marketing communications in emerging markets while the second part focuses on green branding in emerging markets. 

本书分为两个部分: 第一部分考虑新兴市场绿色主题的营销传播，而第二部分则侧重于新兴市场的绿色品牌营销。

The process of promoting products or services which are beneficial or  less harmful for the environment is called green marketing (Peattie &  Charter, 2003). The product or service advertised in green marketing is  good for the environment in itself or is produced in an environmentally  friendly way. Green marketing involves several different things such as  making a green product, utilizing green packaging for the product,  changing business practices which are sustainable, and also focusing on  marketing with a message which communicates the positive effects of  green products.

绿色营销涉及制造绿色产品、绿色包装、可持续商业，以及侧重于传达绿色产品积极影响的营销。

Green marketing, also known as environmental marketing,  encompasses all activities aimed at generating and facilitating any  exchanges intended to meet human needs or desires in such a way that these  needs and desires are met with a minimal negative impact on the natural  environment.

绿色营销，也称为环境营销，包括旨在产生和促进旨在满足人类需求或愿望的所有活动，以便在满足这些需求和愿望的同时尽量减少对自然环境的负面影响。

sustainable mar-keting  communications should take into account the triple bottom line of  sustainability, including all stakeholders who represent the organiza-tion’s  openness, honesty, and accountability, cultivate reputation, and foster  communities of intent. 

可持续的营销传播应该考虑到可持续性的三重底线，包括代表组织的开放性、诚实性和做到对利益相关者的问责，培养声誉，并培养目标群体。

the Green Communication elements,  which consist of Green advertising, Green website, Social Media, Green  Packaging and Eco-labels.

Green promotion entails configuring promotional tools like  advertising, marketing materials, signage, white papers, websites, videos,  and presentations with people, the environment, and profits in mind . Figure presents the Green Communication elements,  which consist of Green advertising, Green website, Social Media, Green  Packaging and Eco-labels.

绿色营销需要广告、材料、标志、白皮书、网站、视频等。

In line with Banyte et al., who clearly indicated that specific  websites be developed where information on manufacturing companies  of eco-friendly products and the products’ origin can be easily found by.

Banyte 等人明确表示，应开发详细的网站，在这些网站上可以很容易地找到关于生态友好型产品制造公司和产品原产地的信息。

To design activities compatible with nature conservation, it is necessary to develop more advanced and environmentally friendly industrial  technologies. Using advanced technologies forces companies to spend  more money, and this is not in their best interest. Companies not only  try to hide the damages that they cause to the environment but also try to  gain an advantage over their competitors in the sector they operate in by  utilising green marketing campaigns. As a result, companies, organisations, and NGOs can create a facade that does not match their true priorities or intentions. Instead, companies need to respect nature, design  CSR campaigns that reflect genuine environmental awareness, and  implement operational reform aimed at protecting the environment. 

为了设计与自然保护相兼容的活动，有必要发展更先进和环境友善的工业技术。使用先进技术迫使公司花费更多的钱，这不符合他们的最佳利益。企业不仅试图掩盖它们对环境造成的损害，而且还试图通过利用绿色营销活动，在所经营的行业中获得相对于竞争对手的优势。因此，公司、组织和非政府组织可以创造一个不符合他们真正的优先事项或意图的外表。此外，公司需要尊重自然，设计反映真正环境意识的企业社会责任运动，并实施旨在保护环境的运 营改革。

green marketing should convince consumers to go green, not  by telling, but by showing them. Advertisements are a source of promotion and selling the products. However, brands also need to identify  plat-forms or communities where they can collaborate and display their  actions towards environmental change without blowing their own horn.  Presently, many communities have emerged online, and brands can  invest their resources to interact with such communities whereby  collaborative efforts can lead to environmental change.

说服消费者走向绿色之路。

不必自吹自擂，而是通过社区。