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Comprehensive and Fuzzy Study of Performance Evaluation on Green Marketing in Enterprises.pdf

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Comprehensive and Fuzzy Study of Performance Evaluation on Green Marketing in Enterprises

Proceedings of the 7th International Conference on Innovation Management ·403 · Comprehensive and Fuzzy Study of Performance Evaluation on ∗ Green Marketing in Enterprises 1,2 1 2 Wei Feng , Liu Sifeng , Chen Shangtao 1 Nanjing University of Aeronautics and Astronautics, Nanjing, P.R.China, 210016 2 Guangxi University of Technology, Liuzhou, P.R.China, 545006 (E-mail: fwei916@163.com, sfliu@, wei126.com) Abstract From a view of corporate innovation, this paper probes into the basic contents of green marketing performance and describes a number of factors and conditions that influence green marketing performance. Meanwhile based on an analysis into characteristics of enterprises’ green marketing performance, this paper constructs an index system for the comprehensive evaluation on enterprises’ green marketing performance and delivers a model for the fuzzy evaluation of green marketing performance to underpin the improvement of innovative enterprises’ green marketing performance. Key words Green marketing; Performance; Index system; Fuzzy evaluation model 1 Introduction Modern green marketing is originated from the researches carried out by a number of scholars on ecological marketing in middle 1970s. Green marketing has become the focus of corporate innovations for the worsening environmental issues and the reinforcing consumers’ awareness of environment protection. Internationally, significance of green