Research On The Legal Regulation Of Green Marketing Behavior

In recent years,as people's increasing emphasis on environmental protection,the concept of sustainable development gradually penetrates into the economic life and daily consumption.However,some enterprises use the lack of rational green consumption concept to implement the false environmental marketing behavior,that is greenwashing marketing behavior,and the behavior infringes the legitimate interests of consumers and other operators.The serious phenomenon of greenwashing damages normal order of market economy and the healthy development of green industries.Therefore,we need to pay attention to this issue as soon as possible,and to regulate the behavior of greenwashing marketing behavior through legal means.This paper adopts the methods of value analysis,comparative analysis,case study,economic analysis and so on.Through the analysis of the greenwashing marketing behavior,the legal status and the defects of the laws,this paper proposes the corresponding improvement.This paper contains four sections in addition to the introduction and conclusion:The first chapter is an overview of greenwashing marketing behavior.Firstly,this chapter analyses the conception and the specific characteristics of the greenwashing marketing behavior.Secondly,this chapter analyses the various criteria of specific manifestations and concludes the evolutionary trend about greenwashing marketing behavior.Thirdly,through a combination of relevant theory and practical behavior from multiple perspectives,this chapter analyses the danger of greenwashing marketing behavior.Finally,this chapter defines the legal nature of greenwashing marketing behavior,combining the theory of Anti-Unfair competition law.The second chapter depicts the development of greenwashing and the current situation of legal regulation in our country.First,this chapter analyses the status quo about greenwashing in China.Furthermore,it should be regulated by economic law and other laws in consideration that greenwashing marketing behavior has a public nature.Then this chapter analyses the legal system of Market Access and market order that can regulate the greenwashing marketing behavior.The third chapter describes the foreign experience on regulating greenwashing marketing behavior.By analyzing the legal,judicial practice,government regulation and public oversight,this paper extract the relevant reference in order to promote the perfection of the work in the regulation of greenwashing marketing behavior.The fourth chapter proposes some advice to improve our legal regulation about greenwashing marketing behavior.Combined with the foregoing analysis of foreign experience and the defects of our existing laws about greenwashing marketing behavior,there are some suggestions.For example,we should legislate our green marketing guidelines,improve the legal system of market access for green products,broaden the regulation object of the legal system of market order,improve the information disclosure mechanism about green marketing mandatory and perfect the dual supervision mechanism between government and the social intermediary organizations,etc.