政府在发展绿色营销中的作用

The Function of Governments in Developing Green Marketing

影响企业绿色营销的力量主要有五种,即:政府、消费者、环保组织、媒体和竞争者,但政府的社会管理者角色和绿色营销的特殊性决定了政府应该在发展绿色营销中发挥主导作用。政府可通过制定规章制度,通过在采购、研究开发等方面的参与,通过控制和激励来改革生产和消费习惯,以及通过教育和合作来影响和推动企业绿色营销。

There are five main factors that influence enterprises' green marketing. The factors are as follows: the government, consumers, environmental organizaitons, media and competitors. However, the social-administrator role of the government and the particularity of green marketing determine that the government should play a leading role in developing green marketing. The government can reform the habits of production and consumption through control and encouragement, making rules and regulations, and participating in purchasing, researching and developing. The government can also influence and promote the enterprise's green marketing through education and cooperation.