近年来国内绿色营销文献综述

A Review of Domestic Green Marketing Literature in Recent Years

近年来,“可持续发展”“生态文明建设”已被提到战略高度。在这种大环境的背景下,许多企业开始重视绿色发展理念,“绿色创新”“绿色金融”“绿色营销”,这些与之相关的概念也随之而生。在绿色发展愈受重视的今天,越来越多的企业选择通过绿色营销来改善自己的行业形象,提升自己的行业竞争力。因此,梳理绿色营销的相关研究及其发展是非常有必要的。

In recent years,“sustainable development”and“ecological civilization construction”have been elevated to strategic heights.In this context,many enterprises have begun to attach importance to the concept of green development,such as“green innovation”,“green finance”,and“green marketing”.These related concepts have also emerged.In today's society where green development is increasingly valued,more and more enterprises choose to improve their industry image and enhance their industry competitiveness through green marketing.Therefore,it is necessary to review the relevant research and development of green marketing.