| In the process of advocating green consumption in my country,many enterprises blindly cater to the market demand,using words such as "green","environmental protection","energy saving","low carbon" as profit-making tools,and in the development of public welfare marketing,e-commerce marketing,network marketing and other activities,they hype their products and corporate behaviors that are not green enough,forming a hidden form of "greenwashing marketing" with extensive harm.The report of the 19 th National Congress of the Communist Party of China clearly calls for "accelerating the establishment of legal systems and policy orientations for green production and consumption".A full understanding of "greenwashing marketing" and its source governance can be described as an arduous task in the current communication field.The thesis takes the enterprise’s "greenwashing marketing" as the observation point,uses the case analysis method,collects different industry examples,and analyzes its main realization and characteristics.Using fraud risk factor theory to interpret "greenwashing marketing",combined with the results of questionnaires and interviews,starting from the two major risks of the enterprise itself and the external environment,to explore the motivation of enterprises to implement "greenwashing marketing",and to investigate the government,media,and marketing activities in marketing activities.Consumers and other participating subjects have their own contradictions;analyze the problems in the process of "greenwashing marketing" and after they are discovered,and propose targeted strategies to manage "greenwashing marketing".The main contents of the research are as follows: The first chapter analyzes the "greenwashing marketing" of different industries through case studies.Select enterprises that have been referred to as "greenwashing marketing" in recent years,and sort out their specific performance and main characteristics according to clothing,food,housing,transportation,and classification.It is found that fast-moving products represented by H&M and Adidas freely define "green" in marketing,and cooperate with e-commerce platforms such as "Tmall" to divert the public’s attention;multinational companies represented by Coca-Cola,in external publicity and annual reports Concealing key data and pretending to be environmentally friendly;the quality of online celebrity stores represented by Hema Xiansheng is worrying,but they promote the functionality of food to mislead consumption;the national brands represented by Nongfu Spring have an obvious tendency to "favor foreigners" in their marketing.Arrogant attitude,refused to apologize.In the residential home improvement industry,IKEA directly uses the "experimental effect" for advertising,exaggerating the actual effect of the product;the green house represented by Shengshi Zhongrong takes advantage of consumers’ blind knowledge of light steel to create environmental protection scams.BMW’s emission reduction commitment in the automotive industry says more and less;new energy vehicle companies represented by GAC are hyping the popularity of technology,deliberately hyping it up,and playing "word games" in the poster copy.The second chapter discusses the harm of enterprise "greenwashing marketing" based on the results of questionnaire survey and interview.Through the analysis of consumer questionnaires and interviews with corporate executives and employees,it is found that for companies themselves,"greenwashing marketing" will reduce its brand value,increase business risks,and lead to the collapse of corporate trust;socially,it is abused.For media resources,it hinders the smooth development of green marketing,exacerbates the information asymmetry in the consumer market,weakens the positive feedback in the communication process,and increases the difficulty of supervision and governance in the green consumer market.The third chapter uses the fraud risk factor theory to explore the motivation of enterprises’ "greenwashing marketing".From the perspective of this theory,the fraudulent behavior of "greenwashing marketing" is interpreted,and the internal motivations of "greenwashing marketing" are: impure motives of enterprises to carry out marketing,lack of morality of business owners;external motivations are the government’s macro goals and industry There are differences in standards,the advertising carrier of the media and the identity of the "gatekeeper" of information are contradictory,and consumers’ green environmental protection demands are inconsistent with the ability of "green recognition",which provides opportunities for "greenwashing marketing";service mechanism,the third-person effect of advertising information,and the information cocoon room formed by false green in the Internet age reduces the possibility of “greenwashing marketing” being discovered;once discovered,the absence of media supervision and relevant departments will make the public It is difficult for public opinion to form a joint force,and the punishment that the companies involved should be punished will not be resolved.The fourth chapter proposes solutions from the two aspects of strengthening the internal control of enterprises,reducing the profit of "greenwashing marketing" and improving external supervision,and clarifying the risks faced by "greenwashing marketing".First,emphasize corporate social responsibility,improve the ethics of business owners,and implement the concept of green development to eliminate the motive of “greenwashing”;secondly,the government should improve relevant rules and regulations and regulations on advertising and marketing;the media should uphold professionalism and prudently disseminate green information;The whole society promotes green education work and stifles the opportunity of "greenwashing marketing";in addition,we must pay attention to information disclosure,improve consumers’ ability to "see green",unblock the feedback channels in the marketing process,and increase the discovery of "greenwashing marketing" Finally,the relevant departments targeted and vigorously punished,and at the same time called on NGOs to guide companies to disclose ESG information and form industry self-discipline.When necessary,the role of the reputation mechanism should be used to detonate the attention of public opinion and clarify the nature and degree of punishment for "greenwashing marketing". |
PDF Full Text Request