Cognition Measure Of Green Products Conception And Green Marketing Strategic Suggestions

Human history has certified: In company with productivity instant development, the environment is getting worse and worse. We on the one hand enjoy the civilized fruit, on the other hand manufacture chokeberry. While human have cognizance of such chokeberry pemiciousness, "green" become the realistic demand and green movement rise in global range. Green marketing is the mainstream in the 21 century.In company with global green movement rising and developing, green consumption is a new consumption mode which meets the requirements of sustainable developmnet and has been attracted a worldwide attention. In accommodation of consumer demand, enterprises should quickly readjust their operational ideology to incorporate the concept of "green" into their business objective, enterprises gradually pay attention to green marketing. Implementing green marketing is helpful to the sustainable development of the social economic activity, the enhancement of enterprise competitive power and the imorovement of economic performance. Green marketing is new marketing strategy which meets the green requirements of consumers and that enterprises take environmental protection concept as that management philosophy, use green culture by way of that concept of value, take green consume for enterprises starting point and center. Green marketing harmonizes the relation of enterprise benefit, environment protection and socioeconomic development so as to realize economic sustainable development. At present, green marketing confronts a lot of barriers, such as shortage of the need for green prodcts, the lack of sense of green marketing, the backwardness of management and the unfitness of combining strategy of marketing. Culture value plays a important role in individual consumer behavior, attitude and decision. Taoist culture value mainly probes into the relation betweent universe and human, and approaches the universal law of universe coexisting. According to the "green" factor in taoist culture value, the paper differentiates consumers and adopts the definition about green product in light of consumer cognition.The empirical research display, the consumers who posess taoist culture value characteristic, preferably grasp the green products conception, think that green consume is favourable for environmental improvement, tend to purchase green product. In course of consumer cognize analyses, consumers pay close attention totelevision, newspaper and magazines , packing of produects in intermediate and place, at the same time konwing clearly the consumer characteristic of purchasing green product at different intermediate and place. According to data analysis, the paper presents the green marketing strategy—"enterprise plays a leading role, government support" and pur forward the green marketing strategic suggestions.