Implementation of Green Marketing Strategy in China: A Study of the Green Food Industry
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Title: Implementation of Green Marketing Strategy inChina - A Study of the Green Food Industry
Research Aim: Our research aim is to explore factors which influence Chinese consumers’ behavior, analyze marketing strategies of company we interviewed according to four Ps of conventional marketing mix, and finally put forward our own opinions about how green food companies use four Ps of conventional marketing mix to implement green marketing strategy in green food industry in China.
Methodology: This thesis studies green marketing of green food industry inChina from two aspects, consumers and company we interviewed by conducting a mixed methods research. Quantitative and qualitative data are simultaneously from consumers and company though questionnaires and interviews survey respectively.
Conclusion: Based on the analysis on Chinese consumers and the empirical materials collected from our interview with a green food company we draw some implications on how to implement green marketing strategy in the industry of green food inChina. As the factors which influence Chinese consumers’ behavior and characteristics between green agricultural products and green processed food are different, green marketing strategies of the two kinds of products should be implemented by different ways.
Place, publisher, year, edition, pages
2011. , 82 p.
Green food, Green marketing, Green marketing mix, Consumer behavior, Green consumer
IdentifiersURN: urn:nbn:se:hig:diva-9398Archive number: E3BA:DiVA 73/2011OAI: oai:DiVA.org:hig-9398DiVA: diva2:422184
Subject / course
Business administration – master’s programme (one year)
2011-05-31, 51525B, Kungsbäcksvägen 47, Gävle, 09:45 (English)
UppsokSocial and Behavioural Science, Law
Sörling, StigWikström, Per-Arne
Hyder, Akmal, Professor