Cosmetic companies are trying to include more sustainability in their strategies. But, showing commitment is always a challenge for them. This work consists in showing the degree of commitment of cosmetic companies in...Cosmetic companies are trying to include more sustainability in their strategies. But, showing commitment is always a challenge for them. This work consists in showing the degree of commitment of cosmetic companies in their marketing practices. The qualitative study carried out aims to determine the level of their commitment in terms of sustainability, based on 10 websites of “sustainable” cosmetics companies that sell their products online, and on defining sustainability criteria for each variable of the marketing mix. The results indicate that the majority of the companies analyzed are aware of the importance of sustainability and have taken measures to have a positive impact on the economy, society and the environment. The companies have made considerable efforts in “product” and “communication” strategies, but additional improvements can be envisaged for “price” and “distribution” strategies.展开更多
This paper introduces how green marketing influences the sustainable development of garment industry. It analyzes the cost and profit to implement green marketing, both in a short term and in the long run. In a short ...This paper introduces how green marketing influences the sustainable development of garment industry. It analyzes the cost and profit to implement green marketing, both in a short term and in the long run. In a short term, the cost may increase. However, in the long run, the income will be higher than the cost. There＇re five reasons： reduced cost, expanding export by breaking down green barriers, establishing the enterprise＇s green image, being more competitive and avoiding green tax. Therefore, implementing green marketing is pivotal to the sustainable development of garment industry.展开更多
文摘Cosmetic companies are trying to include more sustainability in their strategies. But, showing commitment is always a challenge for them. This work consists in showing the degree of commitment of cosmetic companies in their marketing practices. The qualitative study carried out aims to determine the level of their commitment in terms of sustainability, based on 10 websites of “sustainable” cosmetics companies that sell their products online, and on defining sustainability criteria for each variable of the marketing mix. The results indicate that the majority of the companies analyzed are aware of the importance of sustainability and have taken measures to have a positive impact on the economy, society and the environment. The companies have made considerable efforts in “product” and “communication” strategies, but additional improvements can be envisaged for “price” and “distribution” strategies.
文摘This paper introduces how green marketing influences the sustainable development of garment industry. It analyzes the cost and profit to implement green marketing, both in a short term and in the long run. In a short term, the cost may increase. However, in the long run, the income will be higher than the cost. There＇re five reasons： reduced cost, expanding export by breaking down green barriers, establishing the enterprise＇s green image, being more competitive and avoiding green tax. Therefore, implementing green marketing is pivotal to the sustainable development of garment industry.
