Environmental Marketing as a Tool of Competitive Advantage: A Study Based on Organic Food in China

Abstract

For the global economy to become ecologically sustainable, it is necessary to organise business and industry along ecologically sound principles and technologies. Due to the fact that, in recent years, both producers and consumers have been turning towards more environmentally friendly goods and services, environmental issues have become a major marketing focus. Therefore changes in patterns of consumption are just as important as changes to the production process. This research aims to investigate how consumer attitudes towards the production of environmentally friendly ?organic food? can change a firms? environmental behaviour to gain competitive advantages. This research is mainly based on Chinese consumers buying behaviour of organic food. Chinese consumers mostly consider ?Certification?, ?Branding?, ?Sensory appeal?, ?Social status?, and ?Value for money?. Food manufacturers may focus on these factors to gain competitive advantage over other manufacturers through environmental marketing.