| Abstract |
The concepts of ecology, environmental protection, health, and sustainable development are gradually being deepened in economic activities. Ecological, environmentally friendly, low-carbon and green marketing, as a mainstream marketing model in the 21st century, is sweeping the world. By studying sustainable corporate development methods such as green products, green services, and green marketing models, the companies could win the trust and support of the public, increase market profit opportunities, and ensure their survival and development. This paper uses the fuzzy comprehensive evaluation method of entropy weight to establish a nonferrous metal enterprise green marketing performance evaluation model. Three companies from Jiangxi Copper, Jinchuan Group and Shaanxi Nonferrous Metals are selected for empirical analysis. The research shows that from the perspective of economic performance, Jiangxi Copper is the one with more outstanding economic benefits, and its green marketing economic performance index is up to 0.3999, indicating that the company has strong competitiveness in the green marketing system. From the perspective of ecological performance, Shaanxi Nonferrous Metals has good results in energy consumption (0.1641) and pollution control (0.0758), while Jiangxi Copper's ecological performance (0.0838) is relatively low with the highest energy consumption. Jinchuan Group has the smallest investment in ecological protection and energy saving and emission reduction. Therefore, the ecological performance score (0.0148) is the lowest, indicating that Jinchuan Group has not implemented the green marketing concept into production and business activities. From the perspective of social performance, the highest score of public welfare-related indicators in the social performance of Jinchuan Group is 0.0668, indicating that the company pays attention to its responsibilities in society. The empirical analysis shows that the fuzzy comprehensive evaluation method is suitable for the evaluation of the company's green marketing performance. Constructing a corporate green marketing performance evaluation system and using scientific methods to correctly evaluate corporate green marketing performance can guide companies to implement green marketing activities, identify weak links in green marketing performance, and improve corporate green marketing performance. |