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Abstract The consumer’s brand preferences switching from ordinary products to green products become more evident and frequent. There are three driving factors influencing the consumer’s brand choices, such as basic factors, strengthening factors and deepening factors. The Performance of green marketing is that: modifying the intensity of driving factors for brand switching, optimizing the contents of brand switching, and strengthening the effects of brand switching. The performing process of green marketing includes: establishing and perfecting the green consuming awareness, correcting the decision-making on the brand standards, and cultivating the consumer’s brand loyalty with the driving factors full used.
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Received: 21 January 2008
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Corresponding Authors:
Jing shaoping
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2008, Vol. 1 
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