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

摘要

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.