绿色消费行为研究:回顾与展望

A Review of Green Consumer Behavior and Its Reflection

20世纪70年代以来,绿色消费行为成为低碳经济背景下营销领域中一个重要的研究主题。本文在对绿色消费行为的概念进行分析后,回顾了绿色消费行为相关研究的发展历程,然后从消费者自身、企业、社会文化三个不同角度梳理了关于绿色消费行为研究的成果,并对进一步的研究问题进行了探讨。

The green consumer behavior has become an important research field in marketing in the context of low carbon economics since the 1970s. Taking up the study of the green consumer behavior, the authors review the history of the research on green consumer behavior from the following three aspects： the consumer, the firm, and social culture. The authors finally discuss some problems for future research.