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绿色消费是绿色营销产生和发展的时代基础和思想基础,绿色营销能有效引导和促进绿色消费。文章基于绿色消费和绿色营销的互动发展机制,从消费者感知效力、利他主义、自由主义和环境保护意识四个细分变量分析了绿色消费行为,揭示了其间隐含的营销策略启示。
Abstract：Green consumption is an era and thought foundation of green marketing rising and development,meanwhile green marketing can effectively guide and promote green consumption.Based on the interactive development mechanism between green consumption and green marketing,this article analyses four subdivision variables: perceived consumer effectiveness,altruism,liberalism and environmental concern,and proposes the marketing tactics enlightenment.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2006.11.009
中图分类号:F713.50
引用信息:
[1]朱成钢.绿色消费驱动下的绿色营销策略及其启示[J].商业经济与管理,2006(11):48-51.DOI:10.14134/j.cnki.cn33-1336/f.2006.11.009.
2006-11-15
2006-11-15