The application of green marketing in Vietnam : case study: Cocoon Vietnam
Vu, Nhung (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121537854
https://urn.fi/URN:NBN:fi:amk-2023121537854
Tiivistelmä
The goal of this thesis is to provide the general theories and the development of green marketing in the world and in Vietnam. The thesis focuses on studying the application of green marketing in Vietnam. In addition, this study also examined Cocoon Vietnam's marketing strategy, one of the most well-known vegan cosmetics companies in Vietnam, to determine how green marketing is used in their advertising campaign.
This thesis’s theoretical dimensions focus on Vietnam market analysis after the COVID-19 pandemic. The primary method to conduct information and data from public sources is qualitative and literature reviews.
The thesis is divided into five parts. The first part provides information about thesis’s background. In the second and third part, the theoretical framework provides the definition and the application of green marketing of Vietnam. The fourth part is the analysis of green orientation and green marketing strategy of Cocoon Vietnam. The final part is the conclusion and the outcome of the thesis.
This thesis’s theoretical dimensions focus on Vietnam market analysis after the COVID-19 pandemic. The primary method to conduct information and data from public sources is qualitative and literature reviews.
The thesis is divided into five parts. The first part provides information about thesis’s background. In the second and third part, the theoretical framework provides the definition and the application of green marketing of Vietnam. The fourth part is the analysis of green orientation and green marketing strategy of Cocoon Vietnam. The final part is the conclusion and the outcome of the thesis.