摘要
日益严峻的环境问题要求企业营销活动不仅要遵循市场规律,更重要的是要促进人类社会和谐、稳定和可持续发展,企业绿色营销伦理也因此而受到了学者和实践者的关注。本文对绿色营销伦理进行了理论构建,提出了绿色营销伦理对消费者购买意愿影响的模型,模型有助于理解绿色营销伦理作用的内在机制,对提高消费者购买意愿水平,提高企业竞争力具有现实意义。
Increasingly serious environmental problems request marketing activities not only to follow the market regulation,but also to hold firmly to peace and sustainable development,which has been receiving more and more attention from scholars and practitioners.On the theoretical construction of marketing activities,this paper proposes the model on the effects of green marketing ethics to consumers＇purchase intention,which is helpful for us to understand the mechanism of green marketing ethics,increase the level of consumers＇purchase intention and enterprise competition ability in great realistic significance.
出处
《保险职业学院学报》
2012年第3期18-20,共3页
Journal of Insurance Professional College
基金
湖南省教育厅资助科研项目"绿色营销伦理的构建及其对消费者购买意愿的影响"(09C112)
