南華大學機構典藏系統:Item 987654321/7789
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/7789


    Title: 綠色行銷回顧與展望研究
    Other Titles: The Research on Green Marketing about the Review and Future
    Authors: 黃慧新
    Hui-Hsin Huang
    Contributors: 真理大學企業管理學系
    Department of Business Administration, Aletheia University
    Keywords: 綠色行銷;環境行銷;綠色消費者
    Green marketing;Green consumer
    Date: 2010-12-01
    Issue Date: 2011-04-07 11:43:39 (UTC+8)
    Publisher: 南華大學環境管理研究所
    Abstract: 綠色概念與環境議題，在這一兩年來又逐漸成為產業和政府注目焦點，舉凡和「綠色」、「綠能」相關的政策與活動紛紛綠色行銷躍升發展重點，然而在行銷學術研究上，自2000年後研究卻不增反減(Chamorro, et. al., 2009)，因此本文嘗試藉由綠色行銷研究主題歸納歸納與系統分類解釋這種矛盾性，並與Chamorro, et. al.(2009)分類比對，瞭解目前關於綠色行銷研究處於那個階段，研究最後並提出：企業端和消費者端跨領域整合、使用環境效應分析與消費者價值分析整合的不同研究方法，與財務取向的綠色消費者價值建構等多元研究主題以為未來綠色行銷研究者參考。
    The green concepts and environmental issues gradually have become a remarkable focus for industries and our government during recent years. The policy and activities related with green marketing or energy also catch the priority development. However, according as Chamorro, et. al.(2009) pointed out the shrink of green marketing researches after 2000, this paper aims to explain this contradiction via the topic induction and system classification of the green marketing research. In addition, the author discusses what stage the current green marketing development lies in and makes a comparison with Chamorro, et. al. study. Finally, this research proposes that the future research should focus on the multi-themed areas which integrate the corporation and consumer, adopt the analysis of eco- efficiency and customer value, and construct the structure of the finance- oriented green consumer.
    Relation: 環境與管理研究
    11卷2期
    Appears in Collections:[The Journals of Nanhua University ] Journal of environment and management
    [Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Journal of environment and management

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