Navigating the Green Path

Abstract

China has a major impact on global sustainability, and this chapter examines the nexus of sustainable consumerism, corporate innovation, and customer experience in this influential country. The story develops as it examines how growing environmental awareness and a more environmentally conscious middle class are altering traditional patterns of purchasing. The focus then moves to creative sustainable business models across sectors, providing concrete examples of how corporations are rethinking their strategy and value chains to become more environmentally friendly. This chapter delves deeper into the topic of how well constructed customer experiences are shaping customer satisfaction and loyalty on the part of enterprises. It highlights the importance of sustainable marketing for contemporary Chinese enterprises.