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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1178
Title: Marketing in the cosmetic industry: a qualitative review of changes in marketing influences and concepts of green marketing in the Vietnamese beauty industry
Authors: Dang Tran Thuy Tien 
Keywords: Cosmetic industry;Marketing;Green marketing
Issue Date: 2020
Publisher: Vietnamese-German University
Abstract: 
This article introduces the improvement in the impact of marketing in the beauty industry and the principle of Green Marketing in Vietnam, which include the benefits and challenge of its adoption. The green issue is important for business decision-makers given the current competition between domestic and foreign businesses and the development of the Vietnamese market. Traditional marketing strategies seem to lose their foothold in the long run due to more difficulty for business. Besides, people are more interested in protecting the environment when their income increases. As a result, A large number of businesses begin to change their business strategy, so green marketing can be considered as a modern marketing strategy that should be applied in Vietnam because of its distinctiveness. This article is an overview of influences including advantages and disadvantages of green marketing and green marketing concepts consist of "green packaging", "green ingredients" and "green business model" in the Vietnamese beauty industry by using qualitative methodological research.
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/1178
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)

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