กลยุทธ์การตลาดสีเขียว : แนวคิดใหม่ใส่ใจสิ่งแวดล้อม

Abstract

          Earthquake, flood, wind storm and the temperature variation of the type that has never been seen before, including the El Nin Yo or La Nina, affect to the world. Furthermore the conservation of resources and the campaign to reduce global warming are the major issues in the last decade called “the era of green”. Then the business organization and marketing strategy should focus on the flow of goods and services that are environmentally friendly. “Green Marketing” is the concept of using limited resources without affecting the environment. It can also meet the needs of consumers adequately, corporate strategy and the marketing mix (Marketing Mix = 4Ps) and the Product, Price, Place and Promotion are responsible to the concept of green marketing. Under the Green concept the business entities focuses on selling  products, service or process That offer products as environmental friendly.  “Greener” is the concept of green

marketing that focuses on the real environment “Greenest” is the concept of green marketing that focuses on such an innovation. It causes changes in society; each level will influence consumers and the environment differently.

          Not only businesses but consumers have to be responsible to produce and use the unilaterally environmental friendly products, respectively. Then, all consumers should change their behaviors in using environment - friendly products to help reduce global warming and green building concepts 7R,s by creating their own; the 7R,s concept includes Rethink, Reduce, Reuse, Recycle, Repair, Refuse, and Return.