绿色消费问题及其绿色营销促进

低的消费发展水平和薄弱的绿色消费意识,使我国绿色消费处于低位消费的起点阶段;绿色产品开发不足,入市困难,绿色欺诈现象的大量存在,制约着绿色消费的实现;消费激约(激励和制约)机制的缺失,无法使绿色消费行为的正的外部性(积极的外部性)从市场交换或价格体系中得到补偿,也无法对非绿色消费行为负的外部性(消极的外部性)进行有效干预;绿色产品产销关联(生产和营销子系统)的绿色化程度直接影响绿色消费的发展.要促进绿色消费,提高绿色消费的社会化程度,必须用绿色营销观念引导绿色消费,大力开发绿色产品,促进绿色产业,严格质量认证,完善绿色标志,制定绿色消费法律法规,健全激约机制,灵活运用绿色营销组合策略.

Green Consumption Problems and the Strategy for Green Marketing Promotion

China's Green consumption is still in lower level because of the slow consumption development and people's lacking in green consumption consciousness.The green products are not well developed,are hard to sell,even there are consumption cheats in our lives.Those above all limited the realization of Green consumption.The loss of consumption encouragement and limitation can never make the Active Externalities of Green consumption activities compensated from marketing exchanges or price system,even it can never interpose the Negative Externalities of green consumption activities effectively.The degree for the production and marketing system of green products affects the development of green consumption directly.To promote the green consumption,to raise the socialization degree of green consumption,we must use the green marketing concepts to guide the green consumption,to develop green products quickly,to improve the green industry,to make strict demands on the product quality,to perfect the green marks,to make laws and rules for green consumption and strengthen the consumption encouragement and limitation mechanism.In a word,we must use the green marketing mix strategy flexibly.