- Title
- Why firms in China go green and how they market green?
- Creator
- Song-Turner, Helen
- Date
- 2014
- Type
- Text; Thesis; PhD
- Identifier
- http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/75029
- Identifier
- vital:7005
- Abstract
- Since the late 1970s China has strived to build a globally competitive market economy based on a range of industry sectors, focusing on manufacturing and allied industries. By 2014 the size of China’s economy is second only to that of the United States of America. A challenge in this context and situation—where economic growth is still a key area of policy focus for the government—is dealing with associated environmental matters and issues. By the turn of the 21st Century, environmental issues were receiving an unprecedented degree of attention from the Chinese Government, and one of the subsets of this issue is the concept of green marketing. A question arises regarding the possibilities of successful growing firms in China applying the concepts, principles and practices which embody green marketing within a rubric and context of sustained economic development. To gain a deep understanding of ways in which the concepts, applications and conditions of green marketing actually work in China, this research explores why firms in China go green and how they market their green products and services in China using an emic approach that emphasizes an indigenous, within culture perspective of firms’ behaviour in the Chinese context. Related to the research question this research explores a range of possible motivating factors and ascertains features of key influential stakeholders which might well influence firms’ green marketing approaches and practices in China. These firms are exceptional in the way they have addressed green marketing. The research undertaken seeks to identify ways in which these factors translate in marketing terms within a green marketing paradigm. Given that green marketing is arguably where economic development and environmental matters tend to interact and intersect within a market economy, this research provides insights to how sustainable Chinese firms deal with this complex and important issue. The use of a case study approach, across a range of industry sectors and in a variety of locations in China, provides depth and realism to this research. The result of this research contribute significantly to the understanding of how Chinese managers perceive ecological sustainability and expand firm stakeholder theory by identifying key influential stakeholders in proactive green decisions. The ways in which firms define and identify key influential stakeholders in their green decisions are influenced by resource dependency, the institutional power of the stakeholders, and moderated by firm’s characteristics and life cycle stages. Firms operating in a strong government-driven setting derive four conceptual green motivations—philosophical and social responsibility, management of risk reduction, competition pressure, and special events— that offer insights on understanding firms’ green behaviours and green orientations in China.
- Publisher
- Federation University Australia
- Rights
- Open Access
- Rights
- This metadata is freely available under a CCO license
- Full Text
- Thesis Supervisor
- Courvisanos, Jerry
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