{"id":86710,"date":"2024-11-21T10:00:23","date_gmt":"2024-11-21T03:00:23","guid":{"rendered":"https:\/\/jobsgo.vn\/blog\/?p=86710"},"modified":"2025-02-17T15:01:21","modified_gmt":"2025-02-17T08:01:21","slug":"marketing-xanh-la-gi","status":"publish","type":"post","link":"https:\/\/jobsgo.vn\/blog\/marketing-xanh-la-gi\/","title":{"rendered":"Marketing Xanh L\u00e0 G\u00ec? 6 Y\u1ebfu T\u1ed1 C\u1ee7a Marketing Xanh"},"content":{"rendered":"\n
Trong b\u1ed1i c\u1ea3nh bi\u1ebfn \u0111\u1ed5i kh\u00ed h\u1eadu tr\u1edf n\u00ean nghi\u00eam tr\u1ecdng, ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng \u00fd th\u1ee9c h\u01a1n v\u1ec1 t\u00e1c \u0111\u1ed9ng c\u1ee7a m\u00ecnh \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng. H\u1ecd t\u00ecm ki\u1ebfm nh\u1eefng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng v\u00e0 s\u1eb5n s\u00e0ng \u1ee7ng h\u1ed9 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i. V\u00e0 \u0111\u00f3 ch\u00ednh l\u00e0 l\u00fd do t\u1ea1i sao marketing xanh l\u1ea1i tr\u1edf th\u00e0nh xu h\u01b0\u1edbng c\u1ee7a th\u1eddi \u0111\u1ea1i. V\u1eady marketing xanh l\u00e0 g\u00ec<\/strong>? H\u00e3y c\u00f9ng JobsGO<\/a> t\u00ecm hi\u1ec3u th\u00f4ng qua b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n M\u1ee5c l\u1ee5c<\/p> Marketing xanh<\/strong> hay green marketing<\/strong> l\u00e0 kh\u00e1i ni\u1ec7m thu\u1ed9c l\u0129nh v\u1ef1c kinh doanh, ph\u1ea3n \u00e1nh xu h\u01b0\u1edbng ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng v\u00e0 tr\u00e1ch nhi\u1ec7m v\u1edbi m\u00f4i tr\u01b0\u1eddng c\u1ee7a doanh nghi\u1ec7p. C\u00e1c doanh nghi\u1ec7p c\u1ea7n \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn d\u1ecbch sao cho th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng (eco-friendly), h\u01b0\u1edbng \u0111\u1ebfn ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng (sustainable) v\u00e0 kinh t\u1ebf tu\u1ea7n ho\u00e0n<\/a><\/strong>. \u0110\u1ed3ng th\u1eddi, h\u1ecd c\u1ea7n \u0111\u1ecbnh v\u1ecb m\u00ecnh l\u00e0 th\u01b0\u01a1ng hi\u1ec7u xanh trong m\u1eaft kh\u00e1ch h\u00e0ng \u0111\u1ec3 lan t\u1ecfa nh\u1eefng gi\u00e1 tr\u1ecb ph\u00f9 h\u1ee3p. Do \u0111\u00f3, m\u1ed7i doanh nghi\u1ec7p khi l\u00ean chi\u1ebfn d\u1ecbch marketing xanh \u0111\u1ec1u ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c marketing green l\u00e0 g\u00ec<\/strong>, sustainable, eco-friendly l\u00e0 g\u00ec<\/strong> \u0111\u1ec3 khai th\u00e1c c\u00e1c y\u1ebfu t\u1ed1 n\u00e0y hi\u1ec7u qu\u1ea3 nh\u1ea5t.<\/p>\n Trong m\u1ed7i chi\u1ebfn d\u1ecbch, y\u1ebfu t\u1ed1 xanh marketing<\/strong> ph\u1ea3n \u00e1nh c\u00e1ch ti\u1ebfp c\u1eadn to\u00e0n di\u1ec7n trong vi\u1ec7c ph\u00e1t tri\u1ec3n, qu\u1ea3ng b\u00e1, ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng, \u0111\u1ed3ng th\u1eddi \u0111\u00e1p \u1ee9ng nhu c\u1ea7u ng\u00e0y c\u00e0ng t\u0103ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u00f3 \u00fd th\u1ee9c m\u00f4i tr\u01b0\u1eddng. Marketing xanh kh\u00f4ng \u0111\u01a1n thu\u1ea7n ch\u1ec9 l\u00e0 chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o, m\u00e0 l\u00e0 tri\u1ebft l\u00fd kinh doanh t\u1ed5ng th\u1ec3, t\u00edch h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 m\u00f4i tr\u01b0\u1eddng v\u00e0o m\u1ecdi kh\u00eda c\u1ea1nh c\u1ee7a ho\u1ea1t \u0111\u1ed9ng marketing.<\/p>\n M\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ec3 hi\u1ec7n th\u1ef1c h\u00f3a marketing xanh ch\u00ednh l\u00e0 s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a\u00a0<\/span>c\u00f4ng nghi\u1ec7p xanh<\/span><\/strong><\/a>. C\u00f4ng nghi\u1ec7p xanh kh\u00f4ng ch\u1ec9 l\u00e0 vi\u1ec7c gi\u1ea3m thi\u1ec3u \u00f4 nhi\u1ec5m m\u00e0 c\u00f2n l\u00e0 vi\u1ec7c t\u1ea1o ra c\u00e1c quy tr\u00ecnh s\u1ea3n xu\u1ea5t, s\u1ea3n ph\u1ea9m m\u1edbi th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng, b\u1ec1n v\u1eefng h\u01a1n.<\/span><\/p><\/blockquote>\n Qu\u00e1 tr\u00ecnh h\u00ecnh th\u00e0nh, ph\u00e1t tri\u1ec3n c\u1ee7a marketing xanh g\u1eafn li\u1ec1n v\u1edbi s\u1ef1 thay \u0111\u1ed5i m\u1ea1nh m\u1ebd v\u1ec1 nh\u1eadn th\u1ee9c v\u00e0 tr\u00e1ch nhi\u1ec7m c\u1ee7a c\u00e1 nh\u00e2n, t\u1ed5 ch\u1ee9c, doanh nghi\u1ec7p \u0111\u1ed1i v\u1edbi m\u00f4i tr\u01b0\u1eddng.<\/p>\n Marketing xanh ra \u0111\u1eddi t\u1eeb s\u1ef1 nh\u1eadn th\u1ee9c ng\u00e0y c\u00e0ng t\u0103ng v\u1ec1 v\u1ea5n \u0111\u1ec1 m\u00f4i tr\u01b0\u1eddng tr\u00ean to\u00e0n c\u1ea7u. V\u00e0o n\u1eeda cu\u1ed1i th\u1ebf k\u1ef7 20, nh\u1eefng v\u1ea5n \u0111\u1ec1 nh\u01b0 \u00f4 nhi\u1ec5m, khan hi\u1ebfm t\u00e0i nguy\u00ean, bi\u1ebfn \u0111\u1ed5i kh\u00ed h\u1eadu \u0111\u00e3 thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a c\u00e1c t\u1ed5 ch\u1ee9c phi ch\u00ednh ph\u1ee7, nh\u00e0 n\u01b0\u1edbc v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u00c1p l\u1ef1c \u0111\u00f3 \u0111\u00e3 bu\u1ed9c c\u00e1c doanh nghi\u1ec7p ph\u1ea3i nh\u00ecn l\u1ea1i t\u00e1c \u0111\u1ed9ng m\u00f4i tr\u01b0\u1eddng c\u1ee7a ho\u1ea1t \u0111\u1ed9ng s\u1ea3n xu\u1ea5t v\u00e0 kinh doanh c\u1ee7a m\u00ecnh. \u00dd t\u01b0\u1edfng v\u1ec1 ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp th\u1ecb c\u00f3 tr\u00e1ch nhi\u1ec7m v\u1edbi m\u00f4i tr\u01b0\u1eddng \u0111\u00e3 b\u1eaft \u0111\u1ea7u h\u00ecnh th\u00e0nh. Doanh nghi\u1ec7p ph\u1ea3i \u0111\u1ed3ng th\u1eddi t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn v\u00e0 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, t\u1ea1o ra s\u1ea3n ph\u1ea9m th\u00e2n thi\u1ec7n, gi\u1ea3m thi\u1ec3u r\u00e1c th\u1ea3i, s\u1eed d\u1ee5ng n\u0103ng l\u01b0\u1ee3ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/p>\n Marketing xanh kh\u00f4ng th\u1ec3 ph\u00e1t tri\u1ec3n m\u00e0 thi\u1ebfu s\u1ef1 \u1ee7ng h\u1ed9 t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Phong tr\u00e0o ti\u00eau d\u00f9ng xanh n\u1ed5i l\u00ean m\u1ea1nh m\u1ebd v\u00e0o th\u1eadp k\u1ef7 1980 \u2013 1990 khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn th\u1ee9c r\u00f5 h\u01a1n v\u1ec1 s\u1ee9c kh\u1ecfe v\u00e0 m\u00f4i tr\u01b0\u1eddng. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 xu h\u01b0\u1edbng ch\u1ecdn s\u1ea3n ph\u1ea9m c\u00f3 ngu\u1ed3n g\u1ed1c b\u1ec1n v\u1eefng, th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng v\u00e0 s\u1ea3n xu\u1ea5t c\u00f3 tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i. \u0110i\u1ec1u n\u00e0y t\u1ea1o \u0111\u1ed9ng l\u1ef1c l\u1edbn cho doanh nghi\u1ec7p, bu\u1ed9c h\u1ecd ph\u1ea3i thay \u0111\u1ed5i ph\u01b0\u01a1ng th\u1ee9c ti\u1ebfp th\u1ecb, t\u1eadp trung v\u00e0o ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m xanh \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n \u0111\u1ea1i. Nh\u1eefng nh\u00e3n hi\u1ec7u c\u00f3 cam k\u1ebft m\u00f4i tr\u01b0\u1eddng r\u00f5 r\u00e0ng s\u1ebd th\u1ec3 hi\u1ec7n \u0111\u01b0\u1ee3c y\u1ebfu t\u1ed1 th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng v\u00e0 b\u1ec1n v\u1eefng trong chi\u1ebfn d\u1ecbch c\u1ee7a h\u1ecd.<\/p>\n C\u00f9ng v\u1edbi nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ch\u00ednh ph\u1ee7 c\u00e1c n\u01b0\u1edbc c\u0169ng ban h\u00e0nh nhi\u1ec1u quy \u0111\u1ecbnh nghi\u00eam ng\u1eb7t h\u01a1n v\u1ec1 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng. C\u00e1c ch\u00ednh s\u00e1ch khuy\u1ebfn kh\u00edch gi\u1ea3m thi\u1ec3u kh\u00ed th\u1ea3i, t\u00e1i ch\u1ebf v\u00e0 s\u1eed d\u1ee5ng n\u0103ng l\u01b0\u1ee3ng t\u00e1i t\u1ea1o \u0111\u00e3 th\u00fac \u0111\u1ea9y doanh nghi\u1ec7p chuy\u1ec3n \u0111\u1ed5i sang chi\u1ebfn l\u01b0\u1ee3c marketing xanh. Nhi\u1ec1u qu\u1ed1c gia \u0111\u01b0a ra ti\u00eau chu\u1ea9n nghi\u00eam ng\u1eb7t v\u1ec1 s\u1ea3n xu\u1ea5t b\u1ec1n v\u1eefng, bu\u1ed9c c\u00e1c c\u00f4ng ty ph\u1ea3i tu\u00e2n th\u1ee7 n\u1ebfu mu\u1ed1n duy tr\u00ec ho\u1ea1t \u0111\u1ed9ng tr\u00ean th\u1ecb tr\u01b0\u1eddng. Do \u0111\u00f3, doanh nghi\u1ec7p \u0111\u00e3 \u0111\u01b0a th\u00f4ng \u0111i\u1ec7p v\u00e0 cam k\u1ebft v\u1ec1 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng v\u00e0o chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a m\u00ecnh nh\u01b0 ph\u01b0\u01a1ng th\u1ee9c \u0111\u1ec3 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh t\u00edch c\u1ef1c, tu\u00e2n th\u1ee7 quy \u0111\u1ecbnh ph\u00e1p lu\u1eadt. Ng\u00e0nh khoa h\u1ecdc m\u00f4i tr\u01b0\u1eddng<\/strong><\/a> c\u0169ng \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c nghi\u00ean c\u1ee9u v\u00e0 \u0111\u01b0a ra c\u00e1c gi\u1ea3i ph\u00e1p k\u1ef9 thu\u1eadt gi\u00fap doanh nghi\u1ec7p \u0111\u00e1p \u1ee9ng c\u00e1c y\u00eau c\u1ea7u v\u1ec1 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng.<\/p>\n Marketing xanh l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a xu h\u01b0\u1edbng kinh doanh b\u1ec1n v\u1eefng, trong \u0111\u00f3 doanh nghi\u1ec7p cam k\u1ebft ph\u00e1t tri\u1ec3n m\u00e0 kh\u00f4ng g\u00e2y h\u1ea1i \u0111\u1ebfn th\u1ebf h\u1ec7 t\u01b0\u01a1ng lai. Doanh nghi\u1ec7p d\u1ea7n hi\u1ec3u r\u1eb1ng l\u1ee3i \u00edch ng\u1eafn h\u1ea1n t\u1eeb vi\u1ec7c khai th\u00e1c t\u00e0i nguy\u00ean qu\u00e1 m\u1ee9c c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn t\u1ed5n h\u1ea1i nghi\u00eam tr\u1ecdng cho m\u00f4i tr\u01b0\u1eddng v\u00e0 uy t\u00edn l\u00e2u d\u00e0i c\u1ee7a c\u00f4ng ty. T\u1eeb \u0111\u00f3, nhi\u1ec1u doanh nghi\u1ec7p ch\u1ecdn ti\u1ebfp th\u1ecb xanh nh\u01b0 c\u00e1ch th\u1ec3 hi\u1ec7n cam k\u1ebft d\u00e0i h\u1ea1n v\u1ec1 b\u1ec1n v\u1eefng v\u00e0 ph\u00e1t tri\u1ec3n c\u00f3 tr\u00e1ch nhi\u1ec7m. S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a marketing xanh gi\u00fap doanh nghi\u1ec7p t\u0103ng c\u01b0\u1eddng s\u1ef1 t\u00edn nhi\u1ec7m v\u1edbi kh\u00e1ch h\u00e0ng, t\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n Ti\u1ebfn b\u1ed9 c\u00f4ng ngh\u1ec7 gi\u00fap doanh nghi\u1ec7p c\u1ea3i thi\u1ec7n quy tr\u00ecnh s\u1ea3n xu\u1ea5t v\u00e0 t\u1ea1o ra s\u1ea3n ph\u1ea9m \u00edt t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng h\u01a1n. Nh\u1edd c\u00f4ng ngh\u1ec7, nhi\u1ec1u doanh nghi\u1ec7p c\u00f3 th\u1ec3 qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m xanh, \u0111\u1ed3ng th\u1eddi s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ti\u1ec7n ti\u1ebfp th\u1ecb hi\u1ec7n \u0111\u1ea1i nh\u01b0 ti\u1ebfp th\u1ecb s\u1ed1 v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ec3 chia s\u1ebb th\u00f4ng \u0111i\u1ec7p v\u1ec1 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng. \u1ee8ng d\u1ee5ng t\u1ed1t c\u00f4ng ngh\u1ec7 xanh gi\u00fap gi\u1ea3m chi ph\u00ed, t\u0103ng c\u01b0\u1eddng kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u01b0a s\u1ea3n ph\u1ea9m v\u00e0 th\u00f4ng \u0111i\u1ec7p xanh \u0111\u1ebfn g\u1ea7n h\u01a1n v\u1edbi c\u1ed9ng \u0111\u1ed3ng.<\/p>\n Ng\u00e0y nay, marketing xanh \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu trong chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a nhi\u1ec1u doanh nghi\u1ec7p l\u1edbn v\u00e0 nh\u1ecf. \u0110\u1ec3 duy tr\u00ec uy t\u00edn v\u00e0 s\u1ef1 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng, c\u00e1c c\u00f4ng ty hi\u1ec7n c\u1ea7n t\u1eadp trung v\u00e0o s\u1ea3n ph\u1ea9m, x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u g\u1eafn li\u1ec1n v\u1edbi b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n \u0111\u1ea1i, \u0111\u1eb7c bi\u1ec7t l\u00e0 th\u1ebf h\u1ec7 tr\u1ebb, kh\u00f4ng ch\u1ec9 quan t\u00e2m \u0111\u1ebfn gi\u00e1 c\u1ea3 m\u00e0 c\u00f2n ch\u00fa \u00fd \u0111\u1ebfn t\u00e1c \u0111\u1ed9ng x\u00e3 h\u1ed9i c\u1ee7a s\u1ea3n ph\u1ea9m. Nh\u1edd \u0111\u00f3, marketing xanh \u0111\u00e3 tr\u1edf th\u00e0nh n\u1ec1n t\u1ea3ng chi\u1ebfn l\u01b0\u1ee3c, t\u1ea1o ra m\u1ed1i li\u00ean k\u1ebft s\u00e2u s\u1eafc gi\u1eefa doanh nghi\u1ec7p v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb chung l\u00e0 b\u1ea3o v\u1ec7 h\u00e0nh tinh, g\u00f3p ph\u1ea7n th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng xanh<\/strong> v\u00e0 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng<\/strong><\/a>.<\/p>\n Marketing xanh mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch cho doanh nghi\u1ec7p v\u00e0 to\u00e0n x\u00e3 h\u1ed9i nh\u01b0:<\/p>\n Marketing xanh gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh t\u00edch c\u1ef1c trong m\u1eaft c\u00f4ng ch\u00fang. Khi kh\u00e1ch h\u00e0ng bi\u1ebft r\u1eb1ng c\u00f4ng ty cam k\u1ebft b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, h\u00e0nh \u0111\u1ed9ng c\u00f3 tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i, l\u00f2ng tin, s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u s\u1ebd t\u0103ng l\u00ean. Th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c g\u1eafn li\u1ec1n v\u1edbi c\u00e1c gi\u00e1 tr\u1ecb xanh d\u1ec5 d\u00e0ng thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi, \u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng ng\u01b0\u1eddi quan t\u00e2m \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 m\u00f4i tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y t\u1ea1o ra \u0111i\u1ec3m kh\u00e1c bi\u1ec7t so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 gi\u00fap doanh nghi\u1ec7p gia t\u0103ng s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n v\u1eefng.<\/p>\n Marketing xanh ng\u00e0y c\u00e0ng tr\u1edf th\u00e0nh y\u00eau c\u1ea7u trong chi\u1ebfn l\u01b0\u1ee3c kinh doanh c\u1ee7a c\u00e1c c\u00f4ng ty, \u0111\u1eb7c bi\u1ec7t trong b\u1ed1i c\u1ea3nh ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u01b0u ti\u00ean l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng. Khi doanh nghi\u1ec7p th\u1ec3 hi\u1ec7n cam k\u1ebft v\u1ec1 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng, h\u1ecd c\u00f3 kh\u1ea3 n\u0103ng chi\u1ebfm l\u0129nh green market<\/strong> (th\u1ecb tr\u01b0\u1eddng xanh) v\u00e0 thu h\u00fat nhi\u1ec1u kh\u00e1ch h\u00e0ng h\u01a1n. S\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 xanh kh\u00f4ng ch\u1ec9 h\u1ea5p d\u1eabn m\u1ecdi ng\u01b0\u1eddi m\u00e0 c\u00f2n thu h\u00fat c\u00e1c t\u1ed5 ch\u1ee9c, \u0111\u1ed1i t\u00e1c v\u00e0 nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111ang t\u00ecm ki\u1ebfm nh\u1eefng c\u00f4ng ty c\u00f3 gi\u00e1 tr\u1ecb t\u01b0\u01a1ng \u0111\u1ed3ng. T\u1eeb \u0111\u00f3, marketing xanh tr\u1edf th\u00e0nh l\u1ee3i th\u1ebf c\u1ea1nh tranh quan tr\u1ecdng trong th\u1ecb tr\u01b0\u1eddng hi\u1ec7n nay.<\/p>\n Marketing xanh th\u01b0\u1eddng \u0111i k\u00e8m v\u1edbi nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebft ki\u1ec7m t\u00e0i nguy\u00ean v\u00e0 s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3 n\u0103ng l\u01b0\u1ee3ng. Nh\u1edd \u00e1p d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p s\u1ea3n xu\u1ea5t s\u1ea1ch, t\u00e1i ch\u1ebf v\u00e0 gi\u1ea3m r\u00e1c th\u1ea3i, doanh nghi\u1ec7p c\u00f3 th\u1ec3 gi\u1ea3m thi\u1ec3u chi ph\u00ed s\u1ea3n xu\u1ea5t trong d\u00e0i h\u1ea1n. B\u00ean c\u1ea1nh \u0111\u00f3, vi\u1ec7c s\u1eed d\u1ee5ng nguy\u00ean li\u1ec7u t\u00e1i ch\u1ebf ho\u1eb7c t\u1ed1i \u01b0u h\u00f3a quy tr\u00ecnh v\u1eadn h\u00e0nh gi\u00fap gi\u1ea3m t\u00e1c \u0111\u1ed9ng x\u1ea5u \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng, c\u1eaft gi\u1ea3m chi ph\u00ed v\u1eadn h\u00e0nh. Nh\u1eefng s\u00e1ng ki\u1ebfn xanh s\u1ebd g\u00f3p ph\u1ea7n b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn, t\u1ea1o ra gi\u00e1 tr\u1ecb b\u1ec1n v\u1eefng cho c\u00f4ng ty.<\/p>\n Marketing xanh c\u00f2n gi\u00fap c\u1ea3i thi\u1ec7n m\u00f4i tr\u01b0\u1eddng s\u1ed1ng v\u00e0 \u0111\u00f3ng g\u00f3p v\u00e0o m\u1ee5c ti\u00eau ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng c\u1ee7a to\u00e0n c\u1ea7u. Doanh nghi\u1ec7p cam k\u1ebft s\u1eed d\u1ee5ng t\u00e0i nguy\u00ean thi\u00ean nhi\u00ean h\u1ee3p l\u00fd, gi\u1ea3m thi\u1ec3u kh\u00ed th\u1ea3i, r\u00e1c th\u1ea3i, h\u1ea1n ch\u1ebf \u00f4 nhi\u1ec5m, g\u00f3p ph\u1ea7n b\u1ea3o v\u1ec7 h\u00e0nh tinh v\u00e0 h\u1ec7 sinh th\u00e1i. \u0110\u00e2y l\u00e0 \u0111\u00f3ng g\u00f3p quan tr\u1ecdng \u0111\u1ed1i v\u1edbi x\u00e3 h\u1ed9i, gi\u00fap th\u1ebf h\u1ec7 t\u01b0\u01a1ng lai c\u00f3 m\u00f4i tr\u01b0\u1eddng s\u1ed1ng trong l\u00e0nh h\u01a1n.<\/p>\n Marketing xanh bao g\u1ed3m nhi\u1ec1u y\u1ebfu t\u1ed1 gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb g\u1eafn li\u1ec1n v\u1edbi b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng v\u00e0 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c y\u1ebfu t\u1ed1 ch\u00ednh trong marketing xanh:<\/p>\n S\u1ea3n ph\u1ea9m xanh l\u00e0 y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i c\u1ee7a marketing xanh, bao g\u1ed3m s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf, s\u1ea3n xu\u1ea5t v\u00e0 ti\u00eau th\u1ee5 v\u1edbi m\u1ee9c t\u00e1c \u0111\u1ed9ng t\u1ed1i thi\u1ec3u \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng. \u0110\u1ec3 t\u1ea1o ra s\u1ea3n ph\u1ea9m xanh, doanh nghi\u1ec7p th\u01b0\u1eddng s\u1eed d\u1ee5ng nguy\u00ean li\u1ec7u th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng (t\u00e1i ch\u1ebf, t\u00e1i s\u1eed d\u1ee5ng, ph\u00e2n h\u1ee7y sinh h\u1ecdc) v\u00e0 quy tr\u00ecnh s\u1ea3n xu\u1ea5t \u00edt g\u00e2y \u00f4 nhi\u1ec5m. Nh\u1eefng s\u1ea3n ph\u1ea9m n\u00e0y th\u01b0\u1eddng \u0111\u01b0\u1ee3c ch\u1ee9ng nh\u1eadn b\u1edfi c\u00e1c t\u1ed5 ch\u1ee9c b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng ho\u1eb7c d\u00e1n nh\u00e3n th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng hay b\u1ec1n v\u1eefng gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng d\u1ec5 d\u00e0ng nh\u1eadn bi\u1ebft v\u00e0 tin t\u01b0\u1edfng.<\/p>\n \u0110\u1ecbnh gi\u00e1 xanh l\u00e0 y\u1ebfu t\u1ed1 chi\u1ebfn l\u01b0\u1ee3c trong marketing xanh, th\u1ec3 hi\u1ec7n \u1edf vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ee9c gi\u00e1 h\u1ee3p l\u00fd, ph\u00f9 h\u1ee3p v\u1edbi chi ph\u00ed ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m xanh v\u00e0 kh\u1ea3 n\u0103ng chi tr\u1ea3 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m xanh c\u00f3 th\u1ec3 cao h\u01a1n s\u1ea3n ph\u1ea9m truy\u1ec1n th\u1ed1ng do chi ph\u00ed s\u1ea3n xu\u1ea5t th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng th\u01b0\u1eddng l\u1edbn h\u01a1n. Tuy nhi\u00ean, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u h\u01a1n cho c\u00e1c s\u1ea3n ph\u1ea9m xanh khi h\u1ecd th\u1ea5y \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb v\u00e0 l\u1ee3i \u00edch b\u1ec1n v\u1eefng m\u00e0 s\u1ea3n ph\u1ea9m mang l\u1ea1i. \u0110\u1ecbnh gi\u00e1 xanh c\u00f3 th\u1ec3 k\u1ebft h\u1ee3p v\u1edbi chi\u1ebfn l\u01b0\u1ee3c gi\u1ea3m gi\u00e1, khuy\u1ebfn m\u00e3i \u0111\u1ec3 t\u0103ng kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn cho kh\u00e1ch h\u00e0ng.<\/p>\n Qu\u1ea3ng b\u00e1 xanh l\u00e0 ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng nh\u1eb1m t\u0103ng nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng. Chi\u1ebfn d\u1ecbch qu\u1ea3ng b\u00e1 th\u01b0\u1eddng nh\u1ea5n m\u1ea1nh \u0111\u1ebfn cam k\u1ebft b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, gi\u1ea3m thi\u1ec3u t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c v\u00e0 c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng s\u1ed1ng. Qu\u1ea3ng b\u00e1 xanh c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n qua c\u00e1c k\u00eanh nh\u01b0 m\u1ea1ng x\u00e3 h\u1ed9i, s\u1ef1 ki\u1ec7n c\u1ed9ng \u0111\u1ed3ng, hay vi\u1ec7c h\u1ee3p t\u00e1c v\u1edbi c\u00e1c t\u1ed5 ch\u1ee9c b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng. \u0110\u1ea3m b\u1ea3o t\u00ednh minh b\u1ea1ch trong qu\u1ea3ng b\u00e1 xanh l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ec3 x\u00e2y d\u1ef1ng l\u00f2ng tin v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, tr\u00e1nh t\u00ecnh tr\u1ea1ng “greenwashing” (qu\u1ea3ng b\u00e1 gi\u1ea3 t\u1ea1o v\u1ec1 xanh).<\/p>\n Ph\u00e2n ph\u1ed1i xanh l\u00e0 vi\u1ec7c v\u1eadn chuy\u1ec3n, cung c\u1ea5p s\u1ea3n ph\u1ea9m \u0111\u1ebfn tay ng\u01b0\u1eddi ti\u00eau d\u00f9ng theo c\u00e1ch gi\u1ea3m thi\u1ec3u t\u1ed1i \u0111a l\u01b0\u1ee3ng kh\u00ed th\u1ea3i v\u00e0 n\u0103ng l\u01b0\u1ee3ng ti\u00eau th\u1ee5. K\u00eanh ph\u00e2n ph\u1ed1i xanh bao g\u1ed3m s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ti\u1ec7n v\u1eadn chuy\u1ec3n \u00edt ph\u00e1t th\u1ea3i, t\u1ed1i \u01b0u h\u00f3a tuy\u1ebfn \u0111\u01b0\u1eddng v\u1eadn chuy\u1ec3n v\u00e0 gi\u1ea3m s\u1ed1 l\u1ea7n giao h\u00e0ng kh\u00f4ng c\u1ea7n thi\u1ebft. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 ch\u1ecdn nh\u1eefng \u0111\u1ed1i t\u00e1c ph\u00e2n ph\u1ed1i c\u00f3 cam k\u1ebft b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, s\u1eed d\u1ee5ng kho h\u00e0ng ti\u1ebft ki\u1ec7m n\u0103ng l\u01b0\u1ee3ng ho\u1eb7c trung t\u00e2m ph\u00e2n ph\u1ed1i g\u1ea7n h\u01a1n \u0111\u1ec3 gi\u1ea3m t\u00e1c \u0111\u1ed9ng l\u00ean m\u00f4i tr\u01b0\u1eddng.<\/p>\n Marketing xanh c\u00f2n l\u00e0 n\u1ed7 l\u1ef1c c\u1ee7a doanh nghi\u1ec7p trong vi\u1ec7c n\u00e2ng cao nh\u1eadn th\u1ee9c v\u1ec1 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng trong c\u1ed9ng \u0111\u1ed3ng. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 th\u1ec3 hi\u1ec7n qua c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u01b0 t\u1ed5 ch\u1ee9c h\u1ed9i th\u1ea3o, tham gia chi\u1ebfn d\u1ecbch l\u00e0m s\u1ea1ch m\u00f4i tr\u01b0\u1eddng, t\u00e0i tr\u1ee3 cho c\u00e1c t\u1ed5 ch\u1ee9c phi l\u1ee3i nhu\u1eadn. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ed5 ch\u1ee9c ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o cho nh\u00e2n vi\u00ean, kh\u00e1ch h\u00e0ng v\u1ec1 ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng, gi\u00fap x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 t\u1ed1t \u0111\u1eb9p v\u1edbi c\u1ed9ng \u0111\u1ed3ng v\u00e0 kh\u00e1ch h\u00e0ng th\u00f4ng qua gi\u00e1 tr\u1ecb xanh.<\/p>\n \u0110\u1ed5i m\u1edbi c\u00f4ng ngh\u1ec7 l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng gi\u00fap doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng. C\u00e1c c\u00f4ng ngh\u1ec7 m\u1edbi nh\u01b0 s\u1ea3n xu\u1ea5t s\u1ea1ch, ti\u1ebft ki\u1ec7m n\u0103ng l\u01b0\u1ee3ng, gi\u1ea3m thi\u1ec3u ch\u1ea5t th\u1ea3i, t\u00e1i ch\u1ebf hi\u1ec7u qu\u1ea3 gi\u00fap doanh nghi\u1ec7p t\u1ed1i \u01b0u h\u00f3a quy tr\u00ecnh s\u1ea3n xu\u1ea5t v\u00e0 gi\u1ea3m thi\u1ec3u t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c l\u00ean m\u00f4i tr\u01b0\u1eddng. \u0110\u1ed5i m\u1edbi c\u00f4ng ngh\u1ec7 th\u00fac \u0111\u1ea9y hi\u1ec7u qu\u1ea3 s\u1ea3n xu\u1ea5t, n\u00e2ng cao h\u00ecnh \u1ea3nh doanh nghi\u1ec7p, th\u1ec3 hi\u1ec7n cam k\u1ebft v\u1edbi ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng y\u00eau th\u00edch c\u00f4ng ngh\u1ec7 xanh.<\/p>\n Hi\u1ec7n nay, c\u00f3 nhi\u1ec1u h\u00ecnh th\u1ee9c tri\u1ec3n khai marketing xanh \u0111\u01b0\u1ee3c c\u00e1c doanh nghi\u1ec7p \u00e1p d\u1ee5ng \u0111\u1ec3 th\u1ec3 hi\u1ec7n cam k\u1ebft b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c h\u00ecnh th\u1ee9c tri\u1ec3n khai marketing xanh hi\u1ec7u qu\u1ea3:<\/p>\n \u0110\u00e2y l\u00e0 h\u00ecnh th\u1ee9c tri\u1ec3n khai marketing xanh c\u01a1 b\u1ea3n v\u00e0 hi\u1ec7u qu\u1ea3. Nhi\u1ec1u doanh nghi\u1ec7p thay \u0111\u1ed5i t\u1eeb vi\u1ec7c s\u1eed d\u1ee5ng nguy\u00ean li\u1ec7u truy\u1ec1n th\u1ed1ng sang nguy\u00ean li\u1ec7u t\u00e1i ch\u1ebf, t\u00e1i s\u1eed d\u1ee5ng ho\u1eb7c c\u00f3 kh\u1ea3 n\u0103ng ph\u00e2n h\u1ee7y sinh h\u1ecdc. Bao b\u00ec t\u00e1i ch\u1ebf ho\u1eb7c bao b\u00ec th\u00e2n thi\u1ec7n m\u00f4i tr\u01b0\u1eddng gi\u00fap gi\u1ea3m r\u00e1c th\u1ea3i nh\u1ef1a v\u00e0 t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c \u0111\u1ebfn h\u1ec7 sinh th\u00e1i. B\u1eb1ng c\u00e1ch n\u00e0y, doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng m\u00e0 c\u00f2n t\u1ea1o ra \u1ea5n t\u01b0\u1ee3ng t\u00edch c\u1ef1c cho kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh.<\/p>\n Qu\u1ea3ng c\u00e1o xanh l\u00e0 h\u00ecnh th\u1ee9c truy\u1ec1n t\u1ea3i th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m, nh\u1ea5n m\u1ea1nh v\u00e0o l\u1ee3i \u00edch m\u00f4i tr\u01b0\u1eddng m\u00e0 s\u1ea3n ph\u1ea9m \u0111em l\u1ea1i. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 qu\u1ea3ng c\u00e1o c\u00e1c cam k\u1ebft xanh qua chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng \u0111a k\u00eanh nh\u01b0 truy\u1ec1n h\u00ecnh, m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 b\u00e1o ch\u00ed. Th\u00f4ng \u0111i\u1ec7p th\u01b0\u1eddng t\u1eadp trung v\u00e0o vi\u1ec7c b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, ti\u1ebft ki\u1ec7m t\u00e0i nguy\u00ean ho\u1eb7c c\u00e1c \u0111\u1eb7c t\u00ednh b\u1ec1n v\u1eefng c\u1ee7a s\u1ea3n ph\u1ea9m. Nhi\u1ec1u doanh nghi\u1ec7p h\u1ee3p t\u00e1c v\u1edbi c\u00e1c t\u1ed5 ch\u1ee9c b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng \u0111\u1ec3 th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng c\u00f3 tr\u00e1ch nhi\u1ec7m, n\u00e2ng cao nh\u1eadn th\u1ee9c c\u1ee7a c\u00f4ng ch\u00fang v\u1ec1 v\u1ea5n \u0111\u1ec1 xanh.<\/p>\n Tham gia ho\u1eb7c t\u1ed5 ch\u1ee9c s\u1ef1 ki\u1ec7n c\u1ed9ng \u0111\u1ed3ng v\u1ec1 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng l\u00e0 c\u00e1ch th\u1ee9c ph\u1ed5 bi\u1ebfn v\u00e0 hi\u1ec7u qu\u1ea3 trong marketing xanh. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ed5 ch\u1ee9c ch\u01b0\u01a1ng tr\u00ecnh l\u00e0m s\u1ea1ch b\u00e3i bi\u1ec3n, tr\u1ed3ng c\u00e2y xanh hay bu\u1ed5i h\u1ed9i th\u1ea3o v\u1ec1 ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng. Th\u00f4ng qua c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u01b0 v\u1eady, doanh nghi\u1ec7p s\u1ebd th\u1ef1c hi\u1ec7n \u0111\u1ed3ng th\u1eddi vi\u1ec7c truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p xanh c\u0169ng nh\u01b0 g\u1eafn k\u1ebft v\u1edbi c\u1ed9ng \u0111\u1ed3ng, n\u00e2ng cao h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u00e0 x\u00e2y d\u1ef1ng l\u00f2ng tin v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n Nhi\u1ec1u doanh nghi\u1ec7p s\u1eed d\u1ee5ng ch\u1ee9ng nh\u1eadn xanh v\u00e0 nh\u00e3n hi\u1ec7u b\u1ec1n v\u1eefng nh\u01b0 h\u00ecnh th\u1ee9c cam k\u1ebft v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 t\u00ednh th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng c\u1ee7a s\u1ea3n ph\u1ea9m. C\u00e1c ch\u1ee9ng nh\u1eadn n\u00e0y bao g\u1ed3m c\u00e1c nh\u00e3n hi\u1ec7u nh\u01b0 Energy Star, USDA Organic, FSC (Forest Stewardship Council), ho\u1eb7c ti\u00eau chu\u1ea9n ch\u1ee9ng nh\u1eadn qu\u1ed1c t\u1ebf kh\u00e1c v\u1ec1 b\u1ec1n v\u1eefng. Nh\u1eefng ch\u1ee9ng nh\u1eadn nh\u01b0 v\u1eady gi\u00fap gia t\u0103ng \u0111\u1ed9 tin c\u1eady c\u1ee7a s\u1ea3n ph\u1ea9m v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec3 h\u1ecd d\u1ec5 d\u00e0ng nh\u1eadn di\u1ec7n s\u1ea3n ph\u1ea9m th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng.<\/p>\n M\u1ed9t s\u1ed1 doanh nghi\u1ec7p s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 kh\u00e1c bi\u1ec7t cho s\u1ea3n ph\u1ea9m xanh \u0111\u1ec3 ph\u1ea3n \u00e1nh chi ph\u00ed s\u1ea3n xu\u1ea5t th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng. \u0110\u00f4i khi, gi\u00e1 th\u00e0nh c\u1ee7a s\u1ea3n ph\u1ea9m xanh c\u00f3 th\u1ec3 cao h\u01a1n s\u1ea3n ph\u1ea9m truy\u1ec1n th\u1ed1ng, nh\u01b0ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n \u0111\u1ea1i s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u h\u01a1n cho nh\u1eefng s\u1ea3n ph\u1ea9m xanh n\u1ebfu th\u1ea5y \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb v\u1ec1 m\u00f4i tr\u01b0\u1eddng. Ngo\u00e0i ra, doanh nghi\u1ec7p c\u00f2n \u00e1p d\u1ee5ng ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, gi\u1ea3m gi\u00e1, hay chi\u1ebft kh\u1ea5u \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn s\u1ea3n ph\u1ea9m xanh.<\/p>\n S\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 xanh l\u00e0 h\u00ecnh th\u1ee9c marketing xanh gi\u00fap doanh nghi\u1ec7p th\u1ec3 hi\u1ec7n cam k\u1ebft v\u1edbi m\u00f4i tr\u01b0\u1eddng t\u1eeb trong quy tr\u00ecnh s\u1ea3n xu\u1ea5t. C\u00f4ng ngh\u1ec7 xanh c\u00f3 th\u1ec3 bao g\u1ed3m s\u1ea3n xu\u1ea5t s\u1ea1ch, ti\u1ebft ki\u1ec7m n\u0103ng l\u01b0\u1ee3ng, gi\u1ea3m thi\u1ec3u ch\u1ea5t th\u1ea3i v\u00e0 s\u1eed d\u1ee5ng ngu\u1ed3n t\u00e0i nguy\u00ean t\u00e1i t\u1ea1o. Doanh nghi\u1ec7p c\u0169ng c\u00f3 th\u1ec3 tri\u1ec3n khai c\u00e1c h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd m\u00f4i tr\u01b0\u1eddng ISO 14001 ho\u1eb7c c\u00e1c ti\u00eau chu\u1ea9n xanh kh\u00e1c \u0111\u1ec3 n\u00e2ng cao hi\u1ec7u qu\u1ea3 s\u1ea3n xu\u1ea5t v\u00e0 gi\u1ea3m thi\u1ec3u t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c \u0111\u1ebfn m\u00f4i tr\u01b0\u1eddng. \u0110\u00e2y l\u00e0 c\u00e1ch gi\u00fap ti\u1ebft ki\u1ec7m chi ph\u00ed d\u00e0i h\u1ea1n c\u0169ng nh\u01b0 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh t\u00edch c\u1ef1c trong m\u1eaft ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n H\u1ee3p t\u00e1c v\u1edbi c\u00e1c t\u1ed5 ch\u1ee9c b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng gi\u00fap doanh nghi\u1ec7p gia t\u0103ng uy t\u00edn v\u00e0 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi c\u1ed9ng \u0111\u1ed3ng th\u00f4ng qua ho\u1ea1t \u0111\u1ed9ng b\u1ea3o v\u1ec7 h\u00e0nh tinh. C\u00e1c h\u00ecnh th\u1ee9c h\u1ee3p t\u00e1c c\u00f3 th\u1ec3 bao g\u1ed3m t\u00e0i tr\u1ee3 cho d\u1ef1 \u00e1n tr\u1ed3ng c\u00e2y, b\u1ea3o t\u1ed3n thi\u00ean nhi\u00ean, hay gi\u1ea3m thi\u1ec3u r\u00e1c th\u1ea3i nh\u1ef1a. Vi\u1ec7c h\u1ee3p t\u00e1c t\u1ea1o ra h\u00ecnh \u1ea3nh doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 quan t\u00e2m \u0111\u1ebfn l\u1ee3i nhu\u1eadn m\u00e0 c\u00f2n c\u00f3 tr\u00e1ch nhi\u1ec7m v\u1edbi x\u00e3 h\u1ed9i v\u00e0 m\u00f4i tr\u01b0\u1eddng.<\/p>\n M\u1ed9t c\u00e1ch tri\u1ec3n khai marketing xanh hi\u1ec7u qu\u1ea3 l\u00e0 doanh nghi\u1ec7p ch\u1ee7 \u0111\u1ed9ng gi\u00e1o d\u1ee5c kh\u00e1ch h\u00e0ng v\u1ec1 l\u1ee3i \u00edch c\u1ee7a ti\u00eau d\u00f9ng xanh. C\u00e1c ch\u01b0\u01a1ng tr\u00ecnh gi\u00e1o d\u1ee5c c\u00f3 th\u1ec3 l\u00e0 b\u00e0i vi\u1ebft, video, hay bu\u1ed5i h\u1ed9i th\u1ea3o nh\u1eb1m cung c\u1ea5p th\u00f4ng tin v\u1ec1 l\u1ee3i \u00edch c\u1ee7a s\u1ea3n ph\u1ea9m th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng v\u00e0 h\u01b0\u1edbng d\u1eabn kh\u00e1ch h\u00e0ng c\u00e1ch ti\u00eau d\u00f9ng c\u00f3 tr\u00e1ch nhi\u1ec7m. Vi\u1ec7c n\u00e2ng cao nh\u1eadn th\u1ee9c gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec3u r\u00f5 gi\u00e1 tr\u1ecb v\u00e0 \u00fd ngh\u0129a c\u1ee7a s\u1ea3n ph\u1ea9m, t\u1eeb \u0111\u00f3 h\u00ecnh th\u00e0nh th\u00f3i quen ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng.<\/p>\n Mu\u1ed1n chi\u1ebfn d\u1ecbch marketing xanh \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 cao nh\u1ea5t, doanh nghi\u1ec7p c\u1ea7n tu\u00e2n th\u1ee7 m\u1ed9t s\u1ed1 nguy\u00ean t\u1eafc c\u01a1 b\u1ea3n, bao g\u1ed3m:<\/p>\n \u0110i\u1ec1u quan tr\u1ecdng h\u01a1n c\u1ea3 l\u00e0 vi\u1ec7c \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing xanh ph\u1ea3i ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c ti\u00eau chu\u1ea9n\u00a0<\/span>ESG l\u00e0 g\u00ec<\/span><\/strong><\/a>\u00a0(Environmental, Social, and Governance) – t\u1ee9c l\u00e0 c\u00e1c ti\u00eau ch\u00ed \u0111\u00e1nh gi\u00e1 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a doanh nghi\u1ec7p d\u1ef1a tr\u00ean c\u00e1c y\u1ebfu t\u1ed1 m\u00f4i tr\u01b0\u1eddng, x\u00e3 h\u1ed9i v\u00e0 qu\u1ea3n tr\u1ecb. Vi\u1ec7c tu\u00e2n th\u1ee7 c\u00e1c ti\u00eau chu\u1ea9n ESG kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u00e1c m\u1ee5c ti\u00eau b\u1ec1n v\u1eefng m\u00e0 c\u00f2n t\u0103ng c\u01b0\u1eddng uy t\u00edn v\u00e0 thu h\u00fat c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 c\u00f3 tr\u00e1ch nhi\u1ec7m.<\/span><\/p>\n Nh\u1eadn th\u1ea5y nh\u1eefng t\u00e1c h\u1ea1i m\u00f4i tr\u01b0\u1eddng c\u1ee7a marketing truy\u1ec1n th\u1ed1ng, Ch\u00ednh ph\u1ee7 c\u00f9ng c\u00e1c doanh nghi\u1ec7p \u0111\u00e3 v\u00e0 \u0111ang th\u00fac \u0111\u1ea9y m\u1ea1nh m\u1ebd marketing xanh. Nguy\u00ean nh\u00e2n l\u00e0 do nhi\u1ec1u y\u1ebfu t\u1ed1 c\u1ee7a marketing truy\u1ec1n th\u1ed1ng kh\u00f4ng ph\u00e1t huy \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng nh\u01b0 marketing xanh. V\u1eady \u0111\u00e2u l\u00e0 \u0111i\u1ec3m kh\u00e1c bi\u1ec7t gi\u1eefa hai h\u00ecnh th\u1ee9c n\u00e0y? C\u00f9ng t\u00ecm hi\u1ec3u qua b\u1ea3ng so s\u00e1nh d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n1. Marketing Xanh L\u00e0 G\u00ec?<\/strong><\/span><\/h2>\n
2. Marketing Xanh H\u00ecnh Th\u00e0nh Nh\u01b0 Th\u1ebf N\u00e0o?<\/strong><\/span><\/h2>\n
2.1 Nh\u1eadn Th\u1ee9c V\u1ec1 V\u1ea5n \u0110\u1ec1 M\u00f4i Tr\u01b0\u1eddng T\u0103ng Cao<\/strong><\/span><\/h3>\n
2.2 Xu\u1ea5t Hi\u1ec7n Phong Tr\u00e0o Ti\u00eau D\u00f9ng Xanh<\/strong><\/span><\/h3>\n
2.3 Ch\u00ednh Ph\u1ee7 Ban H\u00e0nh Quy \u0110\u1ecbnh V\u1ec1 M\u00f4i Tr\u01b0\u1eddng<\/strong><\/span><\/h3>\n
2.4 Xu H\u01b0\u1edbng Kinh Doanh B\u1ec1n V\u1eefng Chi\u1ebfm L\u0129nh Th\u1ecb Tr\u01b0\u1eddng<\/strong><\/span><\/h3>\n
2.5 C\u00f4ng Ngh\u1ec7 Th\u00fac \u0110\u1ea9y Marketing Xanh Ph\u00e1t Tri\u1ec3n<\/strong><\/span><\/h3>\n
3. Marketing Xanh Mang L\u1ea1i L\u1ee3i \u00cdch G\u00ec?<\/strong><\/span><\/h2>\n
3.1 X\u00e2y D\u1ef1ng Th\u01b0\u01a1ng Hi\u1ec7u<\/strong><\/span><\/h3>\n
3.2 T\u0103ng Kh\u1ea3 N\u0103ng C\u1ea1nh Tranh<\/strong><\/span><\/h3>\n
3.3 Gi\u1ea3m Chi Ph\u00ed<\/strong><\/span><\/h3>\n
3.4 C\u1ea3i Thi\u1ec7n Ch\u1ea5t L\u01b0\u1ee3ng M\u00f4i Tr\u01b0\u1eddng<\/strong><\/span><\/h3>\n
4. C\u00e1c Y\u1ebfu T\u1ed1 Trong Marketing Xanh<\/strong><\/span><\/h2>\n
4.1 S\u1ea3n Ph\u1ea9m Xanh<\/strong><\/span><\/h3>\n
4.2 \u0110\u1ecbnh Gi\u00e1 Xanh<\/strong><\/span><\/h3>\n
4.3 Qu\u1ea3ng B\u00e1 Xanh<\/strong><\/span><\/h3>\n
4.4 K\u00eanh Ph\u00e2n Ph\u1ed1i Xanh<\/strong><\/span><\/h3>\n
4.5 Nh\u1eadn Th\u1ee9c Xanh<\/strong><\/span><\/h3>\n
4.6 \u0110\u1ed5i M\u1edbi C\u00f4ng Ngh\u1ec7<\/strong><\/span><\/h3>\n
5. C\u00e1c H\u00ecnh Th\u1ee9c Tri\u1ec3n Khai Marketing Xanh Ph\u1ed5 Bi\u1ebfn<\/strong><\/span><\/h2>\n
5.1 S\u1eed D\u1ee5ng Nguy\u00ean Li\u1ec7u Xanh V\u00e0 Bao B\u00ec T\u00e1i Ch\u1ebf<\/strong><\/span><\/h3>\n
5.2 Qu\u1ea3ng C\u00e1o Th\u00e2n Thi\u1ec7n V\u1edbi M\u00f4i Tr\u01b0\u1eddng<\/strong><\/span><\/h3>\n
5.3 T\u1ed5 Ch\u1ee9c S\u1ef1 Ki\u1ec7n C\u1ed9ng \u0110\u1ed3ng V\u1ec1 B\u1ea3o V\u1ec7 M\u00f4i Tr\u01b0\u1eddng<\/strong><\/span><\/h3>\n
5.4 Ch\u1ee9ng Nh\u1eadn Xanh V\u00e0 Nh\u00e3n Hi\u1ec7u B\u1ec1n V\u1eefng<\/strong><\/span><\/h3>\n
5.5 Chi\u1ebfn L\u01b0\u1ee3c \u0110\u1ecbnh Gi\u00e1 H\u1ee3p L\u00fd Cho S\u1ea3n Ph\u1ea9m Xanh<\/strong><\/span><\/h3>\n
5.6 S\u1eed D\u1ee5ng C\u00f4ng Ngh\u1ec7 Xanh Trong S\u1ea3n Xu\u1ea5t<\/strong><\/span><\/h3>\n
5.7 H\u1ee3p T\u00e1c V\u1edbi C\u00e1c T\u1ed5 Ch\u1ee9c B\u1ea3o V\u1ec7 M\u00f4i Tr\u01b0\u1eddng<\/strong><\/span><\/h3>\n
5.8 Gi\u00e1o D\u1ee5c, N\u00e2ng Cao Nh\u1eadn Th\u1ee9c Kh\u00e1ch H\u00e0ng V\u1ec1 Ti\u00eau D\u00f9ng Xanh<\/strong><\/span><\/h3>\n
6. Nguy\u00ean T\u1eafc Tri\u1ec3n Khai Marketing Xanh Hi\u1ec7u Qu\u1ea3<\/strong><\/span><\/h2>\n
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7. So S\u00e1nh Marketing Xanh V\u1edbi Marketing Truy\u1ec1n Th\u1ed1ng<\/strong><\/span><\/h2>\n
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\n Ti\u00eau ch\u00ed<\/strong><\/td>\n