The state of green marketing in Vietnam and future implications
Mai, Thu (2021)
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The research topic "The state of green marketing in Vietnam and future implications" was aimed to achieve the following research goals: (1) Evaluating the current state of green marketing strate- gies in Vietnam; (2) Examining the internal and external factors influencing the green marketing activities of Vietnamese enterprises; (3) Examining the opportunities and challenges that Vietnam- ese enterprises face while implementing green marketing strategies; and (4) Suggesting policies to assist Vietnamese businesses in effectively implementing green marketing strategies. The research method used was the qualitative approach based on data obtained from interviews with market- ing department staff members of some companies and from previously done studies. Research re- sults showed that green marketing was still a new concept to Vietnamese businesses. Some busi- nesses had started to do this but only at a small scale with a lack of system and without achieving tremendous efficiency. Analysis of external factors showed that there had been substantial changes, but there were still many gaps. Natural and technological limitations had caused several difficulties for businesses seeking to adopt green marketing strategies. On that basis, the author pointed out opportunities such as the government easing the legal and regulatory condition that encourage businesses to implement green marketing. With the support of consumers, green mar- keting had been a global trend which was supported by many organizations around the world. However, there were also many challenges for Vietnamese businesses such as high construction rates, challenges from customers and a lack of close coordination between businesses and author- ities ... Finally, the author proposed a number of policies for the Vietnamese government as well as some guidelines for the enterprises.