The roles of marketing for building the environmental friendly society

Abstract

This paperdescribes the roles of the marketing concept and it's tools in order to build the envi-ronmentally friendly society. We first define what marketing is, also refer to consumers' cognition of environ-mental problems and analyze the mechanism of consumers' purchase behaviors of environmentally friendly products. Then we point out how marketing works for creating and expanding eco-products' markets, how-ever, apprehend to cause for the rebound effects.