Green marketing the Chinese way: Insights from a medium-sized high-tech daily chemical firm

Research on green marketing in China is still underdeveloped. The purpose of this article is to present findings on perception, motivation, and marketing practices of a “daily chemical” firm in China that has successfully adopted a green sustainable business approach. Establishing characteristics of firms that instigate green initiatives, it provides a unique conceptual framework for this study. Findings have confirmed much of the literature on green marketing, while making visible specific categories that challenge some previously-held assumptions within the literature. It provides new insights to green marketing in contexts that are not immediately conductive to green sustainable principle