"Greenwash" Marketing Behavior And Legal Regulation

Environmental issue is a major topic which influenced the social and economicdevelopment, the world civilization and the future of mankind of sustainable living in thelast20years. The increasingly serious energy crisis caused businesses and consumerscontinued attention. Under the voice of the green consumer, in order to show their owncommitment to corporate social responsibility,corporate have to take green marketingstrategy.However, a new problem coming with green marketing which is "greenwashmarketing". In China,"greenwash" marketing is still in the early stage of developing,therefore, we should take attention to this issue early and take appropriate legal means toprevent the spread of this behavior. This paper describes the "greenwash" marketingbehavior problems of legal regulation with four parts.The first part is "greenwash" marketing behavior overview, including the origin of"greenwash" marketing behavior and the definition of "greenwash" marketing nature ofthe act. Through the "greenwash" marketing behavior and the development of"greenwash" marketing behavior manifestations introduction, analysis and define thenature of "greenwash" marketing behavior.The second part is the necessity of "greenwash" marketing behavior regulation,through the analysis of the dangers of "greenwash" marketing behavior and thedevelopment of countries in the world of green marketing trends, interpret the significanceof "greenwash" marketing behavior regulation.The third part is the legal regulation of "greenwash" marketing behavior in foreigncountries which focus on the regulatory measures which taken by Green peace, the UnitedStates and other countries.The fourth part is the situation of "greenwash" marketing behavior in china and theimproving advises of the regulation and refine the proposed law from trademark law,unfair competition and advertising law and consumer protection laws combined with theregulation of "greenwash" marketing practices of china.