Correlations among product development, product innovation, and green marketing in healthcare industry

• Kai-Ping Huang ^[1] ; Leemen Lee ^[1] ; Chiyang James Chou ^[2]
  1. [1] Fu Jen Catholic University

     Fu Jen Catholic University

     Taiwán

     
  2. [2] National Yunlin University of Science and Technology

     National Yunlin University of Science and Technology

     Douliu City, Taiwán

     
• Localización: Revista de Cercetare si Interventie Sociala, ISSN-e 1584-5397, Vol. 85, 2024, págs. 186-196
• Idioma: inglés
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• Resumen

  • Along with increasing national income and popular health awareness as well as annually rising problems in serious ageing population and diseases of civilization, people are enhancing the idea of using healthcare products. Along with the rapid changes in technology, green issues become one of the major strategies for enterprises. The development of green products to create product attributes with green and successfully include green concept into the core thinking of business decisions and marketing campaign becomes the irresistible green challenge and is the green business opportunity for enterprises. Aiming at employees and supervisors in healthcare industry in Fujian Province, 500 copies of questionnaire are distributed, with random sampling, and 394 valid copies are retrieved, with the retrieval rate 79%. The research results show significant and positive effects of 1.product development on product innovation, 2.product innovation on green marketing, and 3.product development on green marketing. According to the results to propose suggestions, it is expected to provide reference for green product development and green innovation in healthcare industry as well as experts and scholars’ research on green product development and green innovation.