Research on the Multi-Layer Value Translation Paths of Green Ingredient Technology Brands - Based on the Analysis of Localized Communication of Functional Finishing Technology in the Textile Industry_Vol. 2 No. 3 (JBM 2025)_Journal of Business and Marketing (ISSN: 3005-5717)

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Research on the Multi-Layer Value Translation Paths of Green Ingredient Technology Brands - Based on the Analysis of Localized Communication of Functional Finishing Technology in the Textile Industry

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DOI: https://doi.org/10.62517/jbm.202509313

Author(s)

Jie Shen

Affiliation(s)

Linda Tech Corporation, Toronto, Canada

Abstract

Green technology is gradually becoming an important driving force for the sustainable transformation of the global textile industry. However, the localization and value translation of related technology brands in cross-cultural communication still face many challenges. Based on the empirical research on the communication path of green finishing technology of a European environmental protection chemical enterprise in the Chinese market, this paper proposes a four-layer translation model of "technology-value-scene-collaboration", and systematically analyzes the cognitive evolution mechanism from laboratory achievements to market-acceptable technologies. Through text analysis, brand case review and communication language coding, this paper discusses the translation logic from technical language to consumer value language, as well as the collaborative mechanism of communication rhythm, cultural semantics and trust building in cross-border brand communication. The study finds that the structured multi-layer value translation path helps green technology brands to quickly embed in heterogeneous markets, and improve their cognitive efficiency, market adaptability and long-term cooperation potential.

Keywords

Green Technology Communication; Value Translation; Fluorine-Free Finishing; Sustainable Textiles; Technology Brand

References

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