Proceedings of the 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)

Research on College Students' Consumption Behavior of Jinjiang Sportswear Brand Based on Green Marketing

Authors
Qian Yang
Corresponding Author
Qian Yang
Available Online September 2019.
DOI
https://doi.org/10.2991/jahp-19.2019.215How to use a DOI?
Keywords
green marketing; Jinjiang; sportswear; consumer behavior
Abstract
Jinjiang has become an industrial cluster for the development of China's sportswear brand, and its brand popularity and international influence are growing. The green marketing of Jinjiang sportswear brand is conducive to reducing the destruction of the natural environment and waste of natural resources, promoting the development of green economy, and promoting the harmonious development of human and nature. Through questionnaire survey, this paper uses SPSS software to analyze college students’ consumption behavior of Jinjiang sportswear brand on environmental responsibility, consumption level and 4P of green marketing, and puts forward corresponding countermeasures to promote the development of Jinjiang sportswear brand.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Qian Yang
PY  - 2019/09
DA  - 2019/09
TI  - Research on College Students' Consumption Behavior of Jinjiang Sportswear Brand Based on Green Marketing
BT  - The 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)
PB  - Atlantis Press
SN  - 2352-5428
UR  - https://doi.org/10.2991/jahp-19.2019.215
DO  - https://doi.org/10.2991/jahp-19.2019.215
ID  - Yang2019/09
ER  -