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http://dx.doi.org/10.14400/JDC.2016.14.12.477

Cross cultural studies in a case of ethnicity: Green marketing  

Huh, Moo-yul (Division of International Studies, Kongju National University)
Publication Information
Journal of Digital Convergence / v.14, no.12, 2016 , pp. 477-487 More about this Journal
Abstract
The purpose of this current paper was to investigate into the trends and effects of green marketing in India and China with relations to ethnicity and cross cultural aspects. These two countries are fast developing and looks promising in terms of economic power but lack the green marketing consciousness compared to other well developed countries. Many measures are being taken by various industries for the promotion of green awareness in these countries. The two countries are fast developing in the area of green marketing. Green marketing should improve its methods utilizing the cultural differences that is evident from previous research. In the near future, more active green marketing targeting and informing consumers of environmental benefits will be needed by taking ethnicity into consideration for further heightening of overall environmental awareness and initiative.
Keywords
Green Marketing; China; India; Cultural Differences; Ethnicity; Cross Culture;
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