Green Marketing and the Implementation of Sustainable Development Ideas (1)

Since the 50s and 60s of the 20th century, mankind has created unprecedented material wealth and has greatly promoted the progress of civilization. However, behind the civilization, there are hidden deep anxiety and anxiety: shortage of resources, environmental pollution, ecological destruction, sharp drop in the oxygen layer, greenhouse effect, population surge and so on. Faced with these serious problems, people have to re-examine the path of industrialization and economic growth since the industrial revolution, trying to find a new development model that is different from the traditional industrialization development model, and establish a new concept of social marketing. It is the sustainable development marketing idea proposed in the 1980s.

First, the definition of sustainable St.
(a) Definition of sustainable development
The concept of sustainable development marketing refers to a new concept of sustainable development as the guiding ideology of corporate marketing.

There are more than 100 definitions of sustainable development. Among them, there are representative and influential sustainable development definitions:

In his book, Barbier (1989) defines sustainable development as "under the precondition of protecting the quality of natural resources and the services it provides, the net benefits of economic development are maximized to ensure the maintenance of The maximum number of people survived."

Redelift (1987) pointed out: "The essence of sustainable development is to maintain the recovery of production and economic systems, that is, to seek a dynamic balance between the economy and the environment." This view is clearly defined as "maintaining and strengthening "The ability to produce and update environmental systems" means that sustainable development does not exceed the development of environmental systems' regenerative capacity. It seeks an optimal ecosystem to support the realization of ecological integrity and human aspirations so that the living environment of human beings can be continued.

Brundland (1987), in her report to the United Nations World Commission on Environment and Development (WCED) “Our Common Future”, defined sustainable development as “meeting the needs of the contemporary people without satisfying future generations. Its required capabilities constitute the development of hazards." This definition is widely recognized and widely quoted in the international community.

Tietenberg (1988) pointed out more clearly that the core of sustainable development lies in fairness, so that the economic welfare of future generations is at least not inferior to the current generation, that is, the current generation does not lower the standard of living of future generations when using environmental resources. In the present generation.

(II) Characteristics of sustainable development marketing concept

1. The goal of business management is to obtain its own development and growth on the premise of ensuring human survival.
2. Enterprise management emphasizes the optimal use and sustainable use of research resources. Performance in the specific business sales activities, that is, emphasis on technological innovation and the development of new products.
3. International companies place importance on maintaining and sustaining the environment by seeking a dynamic balance between economic action and the environment.
4. The principle of fairness in business operations should not only consider meeting the economic interests of the contemporary people, but also consider maintaining the economic benefits of future generations.

(III) Sustainable Development is the Common Need of Humanity

1. The deterioration of the natural environment has sounded a wake-up call for unsustainable development. Since the middle of the 20th century, the global natural environment has deteriorated, manifested as deforestation, soil erosion, greenhouse effect, increased acid rain, destruction of the ozone layer, and increased environmental pollution. Five species per hour on the planet are extinct every day, 2,400 hectares of arable land are lost, 1,260 hectares of forests disappear, 660 hectares of land are desertified, 1,680 people die from environmental pollution, and 2.88 million tons of sediments flow into the sea, and many parts of the world appear " Red tide." At the same time, atmospheric pollution causes the mercury content in the air to increase at an average rate of 1.32%, resulting in the destruction of animal and plant proteins and the formation of chronic poisoning. The oxygen free radicals produced by certain drugs, plastics, and paints become more than 60 diseases. Catalysts: Lead, carbon monoxide, and carbon dioxide emitted from cars poison people's respiratory tract, cardiovascular, and nerves; noise caused by new reflective materials injure the cornea and iris and cause vision loss; synthetic fiber clothing induces arrhythmias, skin diseases, etc. . All this shows that the deterioration of the natural environment is extremely serious, and the space that mankind depends on is threatened with destruction. It is difficult for mankind to continue to develop in this harsh environment.

2. The unsustainable economic problems brought about by industrial civilization have exacerbated the crisis of human survival. After mankind entered the industrial civilization, “we are not borrowing the earth from our parents’ generations, but borrowing the earth from our children and grandchildren”. The economic problems brought about by industrial civilization mainly include:

(1) Predatory development is used for the use of resources. The developed countries have almost developed their resources to the point where they have developed fisheries. They account for 1/5 of the world's population, but they consume 2/3 of the world's total resources.

(2) The cycle of resource extraction, plundering, pollution, and destruction of industrial development not only endangers the ecological environment of contemporary people, but also jeopardizes the satisfaction of future generations on resource requirements.

(3) Social wealth is unevenly distributed, polarization between rich and poor is intensified, and extremely poor countries lose their economic vitality. At present, there are more than 70 countries in the world with a sluggish economy. Per capita income is lower than in the 1970s. The income of the poorest people, which account for 20%, has risen from 70% of the global total to 85%. In 1965, the richest people were the most 30 times the income of the poor, in 1990 it expanded to 60 times. The polarization between rich and poor has exacerbated the crisis of human survival and has exacerbated the deterioration of the social environment.

3. The strategy of sustainable development is a common police strategy proposed by humans in response to the deterioration of the environment. The sustainable development strategy is proposed for the above-mentioned unsustainable development of natural phenomena and social phenomena. The brewing of the sustainable development strategy has experienced history for several decades.

As early as 1962, the American marine biologist R. Carson disclosed the contradiction between mankind and nature in his "Spring of Silence" and stated that "people and nature should not stand against each Other and should be harmonious, and the idea of ​​"man dominates nature" must be abandoned!"

In 1972, British economist B. In his book "Only One Earth," Ward issued an appeal: "The two worlds in which we live today - the biosphere they inherited and the technology circles they created - have lost balance and are in deep contradiction... ...We must take responsibility for protecting the human environment and learn to manage the earth wisely."

Human beings are constantly swallowing the bitter fruits that damage the environment and gradually wake up, and gradually demand that they meet the development of environmental requirements, develop without harm to the environment, protect the development of ecological balance, and thus enable the development of human society. Continuously or continuously.

In 1987, the former Prime Minister of Norway, Gel Brundtland, submitted a report to the United Nations Environmental Commission on the implementation of the strategy for sustainable development. The strategy for sustainable development was defined in this way: it meets the needs of the present generation and does not satisfy future generations. Its required capabilities constitute a hazard. This definition was adopted by the UN Environment Committee as an authoritative account of the interpretation of sustainable development strategies. The strategy of sustainable development requires that socio-economic development must be linked to the natural environment and social environment so that economic development is coordinated with resources and the environment, so that population growth and the development of social productivity can be adapted to ensure a virtuous cycle of social development. The strategy of sustainable development is a comprehensive development strategy of sustainable ecology, sustained economy, and sustainable society. It is the common need of all people.

(to be continued)

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