从绿色品牌角度分析消费者行为

发布时间：2018-07-29 08:44

【摘要】：随着经济的迅速发展,地球环境受到了严重的破坏,所以绿色营销成为了当今社会发展的重要趋势,很多企业实行起了绿色品牌营销,而人类也逐渐地受到了绿色消费观念的影响。绿色营销是企业把环境保护作为重要的营销观念,绿色品牌营销成为了社会经济发展和保护生态环境的结合品,绿色品牌营销能促进经济的可持续、健康发展之路,但是目前我国消费者对绿色产品的认知程度较低,导致绿色消费水平呈现持续下降的趋势,所以企业绿色品牌营销中要加强文化价值观对于个体消费者行为的影响工作。绿色营销称为生态营销,但是很多企业还没有意识到绿色营销观念的重要性,没有树立正确的绿色营销理念,在营销目标上还处在一个刺激消费和扩大市场的状态,甚至有的企业只是把绿色营销作为一个诱饵,表面塑造一个绿色形象,但是根本上还是传统的营销模式,这对发展绿色品牌营销有很不利的影响,所以针对存在的问题要从根本上解决,促进绿色品牌营销的可持续发展之路。
[Abstract]:With the rapid economic development, the earth's environment has been seriously damaged, so green marketing has become an important trend of social development. Many enterprises have implemented green brand marketing. And human beings are gradually affected by the concept of green consumption. Green marketing is that enterprises take environmental protection as an important marketing concept. Green brand marketing has become a combination of social and economic development and ecological environment protection. Green brand marketing can promote the sustainable and healthy development of economy. However, at present, the consumers' cognition of green products in our country is low, which leads to the decreasing trend of green consumption level. Therefore, the influence of cultural values on individual consumer behavior should be strengthened in enterprise green brand marketing. Green marketing is called ecological marketing, but many enterprises have not yet realized the importance of green marketing concept, have not set up the correct green marketing concept, and are still in a state of stimulating consumption and expanding market in marketing target. Even some enterprises only use green marketing as a bait to create a green image on the surface, but fundamentally it is still a traditional marketing model, which has a very negative impact on the development of green brand marketing. Therefore, the existing problems should be fundamentally resolved to promote the sustainable development of green brand marketing.
【作者单位】：贵州师范大学国际教育学院;
【分类号】：F274

【相似文献】