This book offers perspectives from different authors on how green marketing practices can be effectively communicated and positioned to positively shape consumers purchase behaviour and loyalty to green products ?and organisations. The book is structured into two parts: the first part considers subjects on green marketing communications in emerging markets while the second part focuses on green branding in emerging markets.?

本書分為兩個部分: 第一部分考慮新興市場綠色主題的營銷傳播，而第二部分則側(cè)重于新興市場的綠色品牌營銷。

The process of promoting products or services which are beneficial or ?less harmful for the environment is called green marketing (Peattie & ?Charter, 2003). The product or service advertised in green marketing is ?good for the environment in itself or is produced in an environmentally ?friendly way. Green marketing involves several different things such as ?making a green product, utilizing green packaging for the product, ?changing business practices which are sustainable, and also focusing on ?marketing with a message which communicates the positive effects of ?green products.

綠色營銷涉及制造綠色產(chǎn)品、綠色包裝、可持續(xù)商業(yè)，以及側(cè)重于傳達綠色產(chǎn)品積極影響的營銷。

Green marketing, also known as environmental marketing, ?encompasses all activities aimed at generating and facilitating any ?exchanges intended to meet human needs or desires in such a way that these ?needs and desires are met with a minimal negative impact on the natural ?environment.

綠色營銷，也稱為環(huán)境營銷，包括旨在產(chǎn)生和促進旨在滿足人類需求或愿望的所有活動，以便在滿足這些需求和愿望的同時盡量減少對自然環(huán)境的負面影響。

sustainable mar-keting ?communications should take into account the triple bottom line of ?sustainability, including all stakeholders who represent the organiza-tion’s ?openness, honesty, and accountability, cultivate reputation, and foster ?communities of intent.?

可持續(xù)的營銷傳播應(yīng)該考慮到可持續(xù)性的三重底線，包括代表組織的開放性、誠實性和做到對利益相關(guān)者的問責(zé)，培養(yǎng)聲譽，并培養(yǎng)目標(biāo)群體。

the Green Communication elements, ?which consist of Green advertising, Green website, Social Media, Green ?Packaging and Eco-labels.

Green promotion entails configuring promotional tools like ?advertising, marketing materials, signage, white papers, websites, videos, ?and presentations with people, the environment, and profits in mind . Figure?presents the Green Communication elements, ?which consist of Green advertising, Green website, Social Media, Green ?Packaging and Eco-labels.

綠色營銷需要廣告、材料、標(biāo)志、白皮書、網(wǎng)站、視頻等。

In line with Banyte et al., who clearly indicated that specific ?websites be developed where information on manufacturing companies ?of eco-friendly products and the products’ origin can be easily found by.

Banyte 等人明確表示，應(yīng)開發(fā)詳細的網(wǎng)站，在這些網(wǎng)站上可以很容易地找到關(guān)于生態(tài)友好型產(chǎn)品制造公司和產(chǎn)品原產(chǎn)地的信息。

To design activities compatible with nature conservation, it is necessary to develop more advanced and environmentally friendly industrial ?technologies. Using advanced technologies forces companies to spend ?more money, and this is not in their best interest. Companies not only ?try to hide the damages that they cause to the environment but also try to ?gain an advantage over their competitors in the sector they operate in by ?utilising green marketing campaigns. As a result, companies, organisations, and NGOs can create a facade that does not match their true priorities or intentions. Instead, companies need to respect nature, design ?CSR campaigns that reflect genuine environmental awareness, and ?implement operational reform aimed at protecting the environment.?

為了設(shè)計與自然保護相兼容的活動，有必要發(fā)展更先進和環(huán)境友善的工業(yè)技術(shù)。使用先進技術(shù)迫使公司花費更多的錢，這不符合他們的最佳利益。企業(yè)不僅試圖掩蓋它們對環(huán)境造成的損害，而且還試圖通過利用綠色營銷活動，在所經(jīng)營的行業(yè)中獲得相對于競爭對手的優(yōu)勢。因此，公司、組織和非政府組織可以創(chuàng)造一個不符合他們真正的優(yōu)先事項或意圖的外表。此外，公司需要尊重自然，設(shè)計反映真正環(huán)境意識的企業(yè)社會責(zé)任運動，并實施旨在保護環(huán)境的運 營改革。

green marketing should convince consumers to go green, not ?by telling, but by showing them. Advertisements are a source of promotion and selling the products. However, brands also need to identify ?plat-forms or communities where they can collaborate and display their ?actions towards environmental change without blowing their own horn. ?Presently, many communities have emerged online, and brands can ?invest their resources to interact with such communities whereby ?collaborative efforts can lead to environmental change.

說服消費者走向綠色之路。

不必自吹自擂，而是通過社區(qū)。