低碳营销语境下的企业伦理

Study of Business Ethics in the Context of Low Carbon Marketing

低碳营销既是实现企业可持续发展的必然选择,更是企业伦理的应然要求。低碳营销要求企业在生产经营过程中,不能仅考虑自身的经济利益,还要照顾社会、环境、消费者、员工等相关者的利益。企业低碳营销需要转变理念、创新制度、革新技术,从制度层面而言,法律制度是企业低碳营销的"硬约束",伦理道德则是企业低碳营销的"软实力"。要实现低碳营销,必须强化企业伦理,履行更多社会责任,这需要企业、政府、社会等不同力量的共同努力。在我国,企业社会责任标准的缺失是落实企业社会责任的最大障碍,并进而成为阻碍企业低碳营销的主要原因。要根据行业和企业的不同情况,制定具体的社会责任标准和措施,保障企业遵守道德伦理,实现低碳营销。

Low carbon marketing is the inevitable choice to achieve sustainable development of enterpri- ses, but also a necessary requirement for the corporate ethics. Low carbon marketing requires enterprises not only consider their own economic interests, but also to take care of the interests of the community the interests of environmental interests, the interests of consumers, the interests of employees and other stakeholders in the production and operation of the process. Corporate carbon marketing needs to change our philosophy, reform systems, innovative technologies. From the system level, the legal system is hard constraints and ethics is the soft power to low carbon corporate marketing. Business ethics is the kernel to corporate social responsibility, corporate social responsibility is the outer performance of business ethics. To achieve low carbon marketing, business ethics must be strengthened and corporate fulfill more social responsibility, which requires the joint efforts of the corporate, government, and social forces. In our country, the lack of standards of corporate so- cial responsibility is the biggest obstacle to the implementation of corporate social responsibility, and thus be- come the main reason for blocking the low carbon enterprise marketing. According to different industries and enterprises, the development of specific standards and measures of social responsibility to protect enterprises to comply with ethical and achieve low carbon marketing.