Green packaging is a strong support point in green marketing

The concept of green marketing is proposed in the context of today's social environmental destruction, increased pollution, ecological imbalance, and natural disasters threatening human survival and development. In the 1970s, Western countries raised the issue of sustainable development. The 80s of the last century was the era of gradually establishing environmental awareness and was known as the "rise of the decade." With the growing awareness of environmental protection among consumers in various countries, a wave of greenery has arisen around the world. New concepts such as green projects, green factories, green food, green packaging, and green consumption have emerged. Under the impact of this wave, the concept of green marketing also emerged accordingly. Since the beginning of the 1990s, environmental protection has been put into action. Countries around the world, especially the economically developed countries, have successively formulated the “Environmental Protection Mark” and implemented the strategy of sustainable development to coordinate economic construction with resources and the environment so as to ensure that the social economy is benign. Cycling development.

What is green packaging? The waffle-coated glutinous rice paper and reel drums outside the ice cream cone are typically green packaging. In summary, an appropriate package that can be reused, reused, or degraded, and that does not cause harm to humans or the environment throughout the product's lifecycle is called green packaging.

China has joined the WTO. In the international market where import and export trade activities are frequent, green packaging plays an important role in the trade of commodities. Enterprises in the green marketing activities, we must comply with the requirements of sustainable development strategy, pay attention to the protection of the earth's ecological environment, promote the coordinated development of economy and ecology, in order to achieve the unity of corporate interests, consumer interests, social interests and ecological environmental interests.

The so-called “green marketing” refers to the society and the enterprises, in full awareness of the increasing environmental awareness of consumers and the resulting need for clean and pollution-free products, to develop, create and select market opportunities through a series of rational The marketing means to meet the needs of consumers and the development of social ecological environment to achieve the process of sustainable development.

Green marketing is the extension and development of traditional marketing. It is the transformation of traditional marketing with the requirements of the era of green consumption. It is a process that leads to sustainable development and sustainable management. Its ultimate goal is to resolve the environmental crisis. Gain business opportunities, and achieve a harmonious relationship between man and nature while achieving corporate profits and consumer satisfaction, coexistence and common prosperity. The research focus of green marketing is to consider the relationship between corporate marketing activities and the natural environment, that is, to study how the natural environment impacts corporate marketing activities, and what kind of impact the corporate marketing activities have on the natural environment. This is different from the traditional marketing in the coordination of the consumer, the company, and the competitor to obtain profits. There is also a difference from traditional social marketing.

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.

Second, green public relations is an important way to establish a green image of companies and products. Green PR is mainly targeted at customers, environmental protection group members, legal bodies, general groups, and internal personnel. The methods of green public relations are diversified and can be carried out through certain mass media, such as speeches, newspapers and periodicals, textbooks and materials for environmental protection, audiovisual materials, information service centers, etc., as well as publicity through certain related public relations activities. Green image, such as through the green sponsorship activities and charity activities to carry out environmental protection-related valuable public relations activities.

The main marketing channel for industrial companies is the promotion of green people. To effectively implement a green marketing strategy, salespeople must understand the consumer's interest in green consumption, answer consumer-focused environmental issues, and master the green performance of corporate products and the company's green performance in the business process. Through free trials of samples, competitions, gifts, product guarantees and other forms to encourage consumers to try new green products, improve corporate visibility.

The main feature of green prices is the reflection of environmental costs, that is, green products usually include cost expenditures related to the protection of the environment and the improvement of the environment. Many situations will cause the green price to rise. For example, the introduction of environmentally friendly raw materials; the use of environmentally friendly equipment to replace equipment that pollutes the environment; the implementation of environmental protection law will also increase the cost; to promote the green marketing and change the company's organizational structure and administrative management and so on. At the same time, the green price may also be reduced due to other factors, such as lowering costs due to the savings in products and packaging materials.

At present, the entire social economic concept and economic behavior are changing. The kind of over-predatory consumption methods and unsustainable production methods, the kind of methods of killing chickens, spawning eggs and fishing on natural resources have threatened human survival and development. The green marketing is based on a brand-new production method. The production mode of the modern society needs more and more choices from two different technological approaches. “Black technology” is a machine, petroleum, and electronics left behind by traditional industries. Lines, and "green technology" is an emerging field that combines ecological engineering and genetic engineering. Of course, "black technology" will never be abandoned, but the rise of "green technology" and "green products" is unstoppable.

In April 1995, the International Organization for Standardization began implementation of the "International Environmental Monitoring Standards System" and requested that the products reach the ISO9000 series quality standard system. The European Union has also launched an environmental management system called ISO14000 that requires products entering EU countries to meet prescribed technical standards from pre-production to manufacturing, sales, use, and final disposal phases, such as textiles, paper products, batteries, washing machines, Footwear, building materials, hair care products, packaging materials, etc. At present, Western countries such as the United States, Germany, Canada, Norway, Sweden, France, and Australia have all set environmental protection technology standards and tend to coordinate and recognize each other. In 1996, the International Organization for Standardization issued the first batch of five standards related to the environmental management system and its audit. In 2001, 836 enterprises in China had passed the ISO14000 environmental management system certification. It showed that the product conforms to the standards and meets environmental protection requirements in the process of production, use, consumption, and disposal. This is undoubtedly the most effective way to eliminate the "green barriers" of developed countries restricting the imports of developing countries. To achieve this product that causes green technical standards can be said to be today's "green products."

The rise of green products, green packaging is an important part of it (the concept of green packaging, has been written in the introduction). As we all know, modern products are indispensable for packaging in marketing, and packaging is mostly a one-time consumer product, with a short life cycle and a large amount of waste. According to statistics, the annual amount of packaging waste is large. According to statistics, the annual amount of packaging waste accounts for about one-third of the city's solid waste in terms of weight, and accounts for 1/2 of its volume, and the amount of emissions is increasing at an annual rate of 10%. Packaging waste has become increasingly prominent in China's environmental pollution problems. Taking the “white pollution” of EPS foam lunch boxes as an example, the fundamental reason for prohibition is that scale production cannot be banned and profitable.

In the face of the worrying facts about environmental pollution, our government can no longer listen to it and we must formulate laws and regulations as soon as possible.

As early as 1991, Germany adopted the "Regulations for reducing the environmental impact of packaging materials," which was revised again in the summer of 1998. The ordinance requires the industrial and commercial sectors to recycle and recycle their own packaging. Austria began implementing new packaging regulations in October 1993. The United Kingdom has a plan for the re-use of packaging materials, requiring 50-75% of packaging waste to be reused. Japan also promulgated and enforced the "Recycling Regulations" and "Waste Elimination Conditions Amendments" in 1991 and 1992 respectively. The United States has set five priority indicators for disposal, reuse, regeneration, incineration, and landfill disposal.

In the 1980s, China experienced the disadvantages of “first-class products, second-class packaging, and third-class prices” in its export trade. After more than 20 years of efforts, the packaging industry has formed a large-scale, complete system, a solid foundation, and the development of various industries. Closely related to the big industry. The output of major packaging products such as containers, woven bags and corrugated cartons for transportation in China ranks among the top in the world. However, compared with developed countries, China still has a small gap, not a packaging powerhouse, especially in terms of green packaging. Large-scale packaging production lines and some raw materials are still heavily dependent on imports. Packaging companies must accelerate their integration with the international community and strive to pass ISO9000 and ISO14000. Certification to promote the product to the international market.

After China's accession to the WTO, international trade has developed and the competition in the international market has become increasingly fierce. The green packaging system in the international market is conducive to environmental protection