Comparative Research On Green Marketing

1071 Words Dec 8th, 2016 5 Pages
Comparative research on green marketing in the food industry of China and U.S. -- based on Mengniu and Kellogg
Literature review

This review will consider the following aspects: The first is a general background of China and U.S. food market. The second illustrates the green marketing concept. The third describes the problems existing in the food industry of practicing green marketing. Finally, the aim of the project is stated.

1.1 Background of China and U.S. food market
In general, food expenditure makes up a large portion of every family’s budget. Mc Kinsey reports that Chinese consumers’ food consumption will represent approximately 43% of the country’s economy growth by 2020, and Chinese residents’ disposable expenditure shows an upward trend, which is a 13.4% rise in general (cited in Troesch, 2012). However, in recent years, China encountered some challenges around food security. Based on this, the demand for safe and green food has increased (Foster, 2011).

The United States is a powerful economic nation, existing broad prospects for the food industry. PMMI, the Association for Packaging and Processing Technologies, forecasted that it will maintain stable growth, and reach 2.9% CAGR by 2022 (“U.S. food”, 2016). Hurst (2014) believes that the green product needs in America appeared earlier, brands like Whole Foods Markets and Ben & Jerry’s started to enter the organic food market back in 1980s, and in 2012, Whole Foods…

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