Analysis of factors impacting on SMEs to implement green marketing, strategy

Small and medium-sized enterprises (SME) must improve the market competition ability by implementing green marketing strategy in production, management and so on, while the whole world is increasingly paying close attention to the environmental protection. But there are many factors influencing on SME to put green marketing into action based on the concrete situations in our country. And it is difficult for SME to do it because there are Man. interactive relations among the influence factors at the same time. In order to solve it, this paper analyzes the factors influencing SME to put green marketing into action from market, government, business enterprise, customer etc., and research their relations, and unveil more clearly the relations between each pair of factors, quantitatively and qualitatively by DEMATEL approach to find out the key factors and the central issues. It is expected that the conclusions are scientific decision-making gist for SME to implement green marketing strategy.