earticle

영어

Green marketing is a new marketing concept which emphasizes environmental responsibilities of companies and recognizes environmental issues as opportunities of business development. With broader concept of customers, it is to focus on improving the quality of life itself. The purpose of this study is to suggest the direction of green marketing strategy in domestic cosmetic business by the case studies on foreign cosmetic business which successfully has built up and previously applied theoretical approach on the concept, the need and strategies of green marketing. This paper suggests the direction of green marketing strategy in domestic cosmetic business in the future as follows. First, the prior environmental impact assessment should be undertaken in the process of product development. Second, the development and application of new technologies should be encouraged in environment - friendly way. Third, the levels of environmental awareness among employees should be improved. Fourth, in-house environmental department should be established. Fifth, environmental auditing should be carried out in a voluntary way. Sixth, company should take an active part in campaign programs of environmental organization or community. In conclusion, to strengthen competitiveness in the market, all members of company including top managers, marketers and the other employees should be aware of the importance of Green Marketing and take an active step in environmental performance. This will be the ultimate goal of proceeding green marketing and the way to improve quality of life in compliance with helping company and consumer, furthermore human and nature live together in harmony.