Research on Green Marketing's Effect on Enterprise's Sustainable Development

Abstract

Since sustainable development as a global development strategy and action, green marketing now gain more and more enterprises' attention. Enterprises to achieve sustainable development, requires its material production activities must follow the ecological balance principle, implementing the coordinated development of economy and environment. In the daily production and consumption behavior, to pay attention to environmental protection and meeting future needs, the green marketing concept in marketing theory and practice has come into being. From the perspective of green economy and sustainable development of enterprises, this paper analyzes what is green marketing, green marketing's active role on promoting the development of enterprises, and finally provides proposals to enterprises on implementation green marketing to achieve sustainable development.