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!Trnh by: !Hong c Bnh, i hc Hoa Sen!!14 thng 5 nm 2011!!!

MARKETING XANH: KHI NIM V XU HNG HIN NAY

Ni dung

Marketing xanh l g?!

Ti sao marketing xanh l quan trng?!

Ti sao cc doanh nghip la chn marketing xanh?!

La chn ng chin lc marketing xanh !

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Marketing xanh l g?

Chng ta thng thy

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Hoc thm ch mt rng cc nhn xanh (eco-labels) nh th ny

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Ng nhn marketing xanh green marketing l ch lin quan n chiu th v qung co cc sn phm bng cch s dng cc c im hoc biu tng v mi trng.

Marketing Xanh l s kt hp mt lot cc hot ng bao gm thay i sn phm, thay i qu trnh sn xut, thay i

bao b, cng nh thay i qung co (Polonsky, 1994).

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Marketing xanh l g?

Marketing xanh - Green Marketing, tng ng vi cc khi nim:!Marketing mi trng - Environmental Marketing !Marketing sinh thi - Ecological Marketing!

L hot ng marketing bao gm cc vn mi trng trong n lc marketing. +

Marketing xanh l g?

Marketing xanh hay marketing mi trng bao gm tt c cc hot ng c thit k to ra v to iu kin trao i nhm p ng nhu cu v mong mun ca con ngi ng thi ti thiu cc tc ng bt li n mi trng t nhin

(Polonsky 1994).

L mt tin trnh qun l tng th nhm xc nh, d bo v p ng cc nhu cu ca khch hng v x hi theo cch c li

nhun v bn vng (Peattie & Charter, 2008).

tng chnh ca hot ng marketing xanh l khch hng c cung cp thng tin v cc tc ng mi trng ca sn phm v h s c thng tin ny khi quyt nh nn mua sn phm no. V p ng c iu , n lc mnh, cc doanh nghip c xu hng chuyn sang sn xut sn phm

thn thin mi trng hn (Rex & Baumann, 2007).

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i cht v lch s ca Marketing Xanh

Hip hi Marketing M cp vo nm 1975 trong workshop c tn Ecological Marketing. ! Henion v Kinnear xut bn thnh sch Ecological Marketing nm 1976!

Ph bin v ni bt vo cui nhng nm 1980 v u nhng nm 1990 cc nc phng Ty v Bc M.! Lng xen vo trch nhim x hi doanh nghip (CSR) v xut hin trong

cc bo co CSR. !

Hin nay: Bin i kh hu v cn kit nng lng ! p lc tng cao ca nh u t v khch hng ln cc cng ty trong vic

gim pht thi kh gy hiu ng nh knh v tit kim nng lng gim s nng ln ton cu.! Marketing xanh ang c cc cng ty ch ng thc hin !

Ti sao marketing xanh quan trng?

Cc t chc v c nhn c quyn c gng t c ci h mun

c tha mn.

Cc cng ty i mt vi hn ch ti nguyn thin nhin, h phi pht trin nhng cch thc mi

hoc thay th p ng nhng mong mun khng gii

hn.

Kinh t hc l vic nghin cu cch con ngi s dng ngun lc hn ch ca h c gng p ng mong mun khng gii hn (McTaggart, Findlay v Parkin, 1992).

Marketing Xanh xem xt cch thc cc hot ng marketing ti u ngun lc hn ch tha mn mong mun ca khch hng trong khi vn t c mc tiu kinh doanh ca mnh.

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Ti sao cc doanh nghip s dng Marketing Xanh?

Cc doanh nghip nhn thc rng marketing mi trng l mt c hi c th c s dng t c mc tiu ca mnh.

Cc doanh nghip tin rng bng cch s dng marketing xanh h c trch nhim x hi hn.

Cc c quan chnh ph ang buc cc cng ty c trch nhim hn v mi trng thng qua cc loi thu v tin pht v kh thi, khuyn khch cc cng ty tiu th t ti nguyn hn v pht ra cc

cht gy nhim t hn.

Cc hot ng mi trng ca i th to nn sc p buc cc cng ty thay i cc hot ng marketing.

Cc yu t lin quan n chi ph x l cht thi hoc gim s dng nguyn vt liu buc cc cng ty thay i hnh vi ca h.

p lc ngy cng tng ca nh u t, nh lm lut, cc nhm hot ng mi trng v ngi tiu dng ln cc vn v pht thi v tit kim nng lng.

Phong tro tiu dng xanh.

La chn ng chin lc t vic hiu ng hnh vi ngi tiu dng

Nghin cu c thc hin bi Roper nm 2002

Hnh vi ngi tiu dng M i vi mi trng/sn phm xanh

58%

46% 45%

23%

0%

10%

20%

30%

40%

50%

60%

70%

Tit kim in ti nh

Ti ch giy bo Tr li chai thy tinh

Mua sn phm c vt liu ti ch

Mt t l ln NTD chng minh hnh vi tiu dng xanh trong thi quen v hnh vi

mua hng.

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Vi hnh vi ca NTD cn phi thu hiu Hi vng v sn phm xanh ca ngi tiu dng s b tn thng nu sn

phm xanh c cung cp cho cht lng km hoc khng c cung cp y yu t xanh nh ha hn! 41% NTD tr li h khng mua sn phm xanh bi v h lo s cht lng ca

phin bn sn phm xanh b gim st (Roper, 2002)!

Ngy cng c nhiu ngi sn sng tr tin cao hn cho cc loi thc phm hu c bi v, cho d l thc s ng hay khng, h tin rng s dng thc phm hu c s khe mnh hn, ngon hn v an ton hn.!

Mt s ngi tiu dng sn sng tr mt gi cao hn nhm tit kim nng lng v nc cho my git, bn i, bng n.!

Ngi tiu dng thng khng tha hip v cc thuc tnh sn phm chng hn nh tin li, sn c, cht lng, gi c v hiu sut.! sn phm xanh phi tht s phi c cc c tnh ni bt hn sn phm truyn thng mi thuyt phc c NTD!

Bng n hunh quang Philip 1994: Earth Light 2000: Marathon

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5 loi ngi tiu dng xp theo tiu ch xanh ca Ginsberg v Bloom (2004)

True Blue Greens (9%) C hnh ng phn i nhim mi trng Trnh s dng SP gy hi MT gp 4 ln cc nhm khc

Greenback Greens (6%) Khng ch ng phn i u tin mua sm sn phm xanh

Sprouts (31%) Cho rng cc nguyn nhn mi trng ch v mt l thuyt S khng mua sn phm xanh nu phi tr thm tin

Grousers (19%) Khng c gio dc v mi trng Cho rng sn phm xanh qu tn km v khng nh ngi ta ni.

Basic Browns (33%) Hon ton khng quan tm n nhng vn mi trng v x hi khc.

Cc chin lc marketing xanh ! !!"#$#%&'(#!)*##%!+,-%.!/.0%1!2.34!567!)-/! 892*#:#!)*##%!+;#-%!)*##%!+?@'!9-%.4!567!;A=-!;AB-! C.-6#6!)*##%!+,-%.!%.D24!567!EAFA2-!G*'H&!;-A!

;-A!

E.I/!E.I/!

!"#$%&'#%()#*%+,-%.$/#%

0$1+%2$3%2456#*%7-#$%

8$9%#:#*%0$;+%*%+$

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Chin lc Extreme Green: The Body Shop

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Cc chin lc marketing xanh

! !!"#$#%&'(#!)*##%!+,-%.!/.0%1!2.34!567!)-/! 892*#:#!)*##%!+;#-%!)*##%!+?@'!9-%.4!567!;A=-!;AB-! C.-6#6!)*##%!+,-%.!%.D24!567!EAFA2-!G*'H&!

;-A!

;-A!

E.I/!E.I/!

!"#$%&'#%()#*%+,-%.$/#%

0$1+%2$3%2456#*%7-#$%

8$9%#:#*%0$;+%*%+$

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Mt s lu khi p dng chin lc marketing xanh

Minh bch v sn phm v chnh sch!Hy tp trung cho sng to ra

sn phm xanh v c thit k c o v hon chnh v bao b!S dng ngn ng r rng v

c th v cc thuc tnh!Gio dc khch hng h

hiu ti sao sn phm hay dch v ca chng ta l quan trng i vi mi trng.! ng e ngi nu ang tch ri

cc k thut marketing truyn thng.!

Marketing Xanh vn cha xanh nh ta mun

Vic khai thc sc mnh ca ngi tiu dng tc ng tch cc ti thay i mi trng vn l ni d hn lm. !

Thiu tiu chun v chun mc th no l hot ng xanh hoc sn phm xanh.!

Thiu s ng thun ca ngi tiu dng, nh tip th, cc nh qun l v ngi c nh hng, lm chm li s tng trng ca sn phm xanh.!

Cc cng ty thng khng mun thc y cc thuc tnh xanh ca h

Ngi tiu dng thng hoi nghi v cc tuyn b.

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Nhn xanh Vit Nam

Quyt nh ph duyt tiu ch Nhn xanh Vit Nam 2232/Q-BNMT(13/12/2010) !

Quyt nh ph duyt danh sch thnh vin Hi ng T vn Chng trnh cp nhn sinh thi 1907/Q-BTNMT (12/10/2010) !

Quyt nh ban hnh Quy ch lm vic ca Hi ng T vn Chng trnh cp nhn sinh thi 1906/Q-BTNMT (12/10/2010) !

Quyt nh quy nh trnh t, th tc, chng nhn v cp th im Nhn xanh Vit Nam 1493/Q-BTNMT (13/08/2010) !

Quyt nh Thnh lp Hi ng T vn Chng trnh cp nhn sinh thi 1492/Q-BTNMT (13/08/2010) !

Quyt nh ph duyt Chng trnh cp nhn sinh thi 253/Q-BTNMT (05/03/2010)!

Xem thm: http://www.nea.gov.vn/ !

2 Nhn xanh Vit Nam u tin

Bng n hunh quang ca in Quang v bt git Tide ca Cng ty TNHH Procter & Gramble

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Tiu dng xanh ti Vit Nam?

Xin lng nghe tip 2 kt qu nghin cu ca chng ti 2 bi tham lun ngn:

Hnh vi ca nhn vin vn phng i vi Vn

phng Xanh: cc gii php sn phm xanh cho vn phng xanh- Phm Hng Lin

Hnh vi ca khch hng siu th i vi ti thn

thin mi trng ti TP HCM - Nguyn Ngc Thy Vn

Cm n qu v lng nghe