1、标题ANINTRODUCTIONTOGREENMARKETINGWHYISGREENMARKETINGIMPORTANTTHEQUESTIONOFWHYGREENMARKETINGHASINCREASEDINIMPORTANCEISQUITESIMPLEANDRELIESONTHEBASICDEFINITIONOFECONOMICSECONOMICSISTHESTUDYOFHOWPEOPLEUSETHEIRLIMITEDRESOURCESTOTRYTOSATISFYUNLIMITEDWANTSMCTAGGART,FINDLAYANDPARKIN1992,24THUSMANKINDHASLIMI
2、TEDRESOURCESONTHEEARTH,WITHWHICHSHE/HEMUSTATTEMPTTOPROVIDEFORTHEWORLDSUNLIMITEDWANTSTHEREISEXTENSIVEDEBATEASTOWHETHERTHEEARTHISARESOURCEATMANSDISPOSAL,FOREXAMPLE,SEEGORE1993WHILETHEQUESTIONOFWHETHERTHESEWANTSAREREASONABLEORACHIEVABLEISIMPORTANT,THISISSUEWILLNOTBEADDRESSEDINTHISPAPERINMARKETSOCIETIES
3、WHERETHEREIS“FREEDOMOFCHOICE“,ITHASGENERALLYBEENACCEPTEDTHATINDIVIDUALSANDORGANIZATIONSHAVETHERIGHTTOATTEMPTTOHAVETHEIRWANTSSATISFIEDASFIRMSFACELIMITEDNATURALRESOURCES,THEYMUSTDEVELOPNEWORALTERNATIVEWAYSOFSATISFYINGTHESEUNLIMITEDWANTSULTIMATELYGREENMARKETINGLOOKSATHOWMARKETINGACTIVITIESUTILIZETHESEL
4、IMITEDRESOURCES,WHILESATISFYINGCONSUMERSWANTS,BOTHOFINDIVIDUALSANDINDUSTRY,ASWELLASACHIEVINGTHESELLINGORGANIZATIONSOBJECTIVESWHYAREFIRMSUSINGGREENMARKETINGWHENLOOKINGTHROUGHTHELITERATURETHEREARESEVERALSUGGESTEDREASONSFORFIRMSINCREASEDUSEOFGREENMARKETINGFIVEPOSSIBLEREASONSCITEDARE1ORGANIZATIONSPERCEI
5、VEENVIRONMENTALMARKETINGTOBEANOPPORTUNITYTHATCANBEUSEDTOACHIEVEITSOBJECTIVESKELLER1987,SHEARER19902ORGANIZATIONSBELIEVETHEYHAVEAMORALOBLIGATIONTOBEMORESOCIALLYRESPONSIBLEDAVIS1992,FREEMANANDLIEDTKA1991,KELLER1987,MCINTOSH1990,SHEARER19903GOVERNMENTALBODIESAREFORCINGFIRMSTOBECOMEMORERESPONSIBLENAAG19
6、904COMPETITORSENVIRONMENTALACTIVITIESPRESSUREFIRMSTOCHANGETHEIRENVIRONMENTALMARKETINGACTIVITIESNAAG1990AND5COSTFACTORSASSOCIATEDWITHWASTEDISPOSAL,ORREDUCTIONSINMATERIALUSAGEFORCESFIRMSTOMODIFYTHEIRBEHAVIORAZZONEANDMANZINI1994OPPORTUNITIESITAPPEARSTHATALLTYPESOFCONSUMERS,BOTHINDIVIDUALANDINDUSTRIALAR
7、EBECOMINGMORECONCERNEDANDAWAREABOUTTHENATURALENVIRONMENTINA1992STUDYOF16COUNTRIES,MORETHAN50OFCONSUMERSINEACHCOUNTRY,OTHERTHANSINGAPORE,INDICATEDTHEYWERECONCERNEDABOUTTHEENVIRONMENTOTTMAN1993A1994STUDYINAUSTRALIAFOUNDTHAT846OFTHESAMPLEBELIEVEDALLINDIVIDUALSHADARESPONSIBILITYTOCAREFORTHEENVIRONMENTAF
8、URTHER80OFTHISSAMPLEINDICATEDTHATTHEYHADMODIFIEDTHEIRBEHAVIOR,INCLUDINGTHEIRPURCHASINGBEHAVIOR,DUETOENVIRONMENTALREASONSEPANSW1994ASDEMANDSCHANGE,MANYFIRMSSEETHESECHANGESASANOPPORTUNITYTOBEEXPLOITEDGIVENTHESEFIGURES,ITCANBEASSUMEDTHATFIRMSMARKETINGGOODSWITHENVIRONMENTALCHARACTERISTICSWILLHAVEACOMPET
9、ITIVEADVANTAGEOVERFIRMSMARKETINGNONENVIRONMENTALLYRESPONSIBLEALTERNATIVESTHEREARENUMEROUSEXAMPLEOFFIRMSWHOHAVESTRIVEDTOBECOMEMOREENVIRONMENTALLYRESPONSIBLE,INANATTEMPTTOBETTERSATISFYTHEIRCONSUMERNEEDSMCDONALDSREPLACEDITSCLAMSHELLPACKAGINGWITHWAXEDPAPERBECAUSEOFINCREASEDCONSUMERCONCERNRELATINGTOPOLYS
10、TYRENEPRODUCTIONANDOZONEDEPLETIONGIFFORD1991,HUME1991TUNAMANUFACTURERSMODIFIEDTHEIRFISHINGTECHNIQUESBECAUSEOFTHEINCREASEDCONCERNOVERDRIFTNETFISHING,ANDTHERESULTINGDEATHOFDOLPHINSADVERTISINGAGE1991XEROXINTRODUCEDA“HIGHQUALITY“RECYCLEDPHOTOCOPIERPAPERINANATTEMPTTOSATISFYTHEDEMANDSOFFIRMSFORLESSENVIRON
11、MENTALLYHARMFULPRODUCTSTHISISNOTTOIMPLYTHATALLFIRMSWHOHAVEUNDERTAKENENVIRONMENTALMARKETINGACTIVITIESACTUALLYIMPROVETHEIRBEHAVIORINSOMECASESFIRMSHAVEMISLEDCONSUMERSINANATTEMPTTOGAINMARKETSHAREINOTHERCASESFIRMSHAVEJUMPEDONTHEGREENBANDWAGONWITHOUTCONSIDERINGTHEACCURACYOFTHEIRBEHAVIOR,THEIRCLAIMS,ORTHEE
12、FFECTIVENESSOFTHEIRPRODUCTSTHISLACKOFCONSIDERATIONOFTHETRUE“GREENNESS“OFACTIVITIESMAYRESULTINFIRMSMAKINGFALSEORMISLEADINGGREENMARKETINGCLAIMSSOCIALRESPONSIBILITYMANYFIRMSAREBEGINNINGTOREALIZETHATTHEYAREMEMBERSOFTHEWIDERCOMMUNITYANDTHEREFOREMUSTBEHAVEINANENVIRONMENTALLYRESPONSIBLEFASHIONTHISTRANSLATE
13、SINTOFIRMSTHATBELIEVETHEYMUSTACHIEVEENVIRONMENTALOBJECTIVESASWELLASPROFITRELATEDOBJECTIVESTHISRESULTSINENVIRONMENTALISSUESBEINGINTEGRATEDINTOTHEFIRMSCORPORATECULTUREFIRMSINTHISSITUATIONCANTAKETWOPERSPECTIVES1THEYCANUSETHEFACTTHATTHEYAREENVIRONMENTALLYRESPONSIBLEASAMARKETINGTOOLOR2THEYCANBECOMERESPON
14、SIBLEWITHOUTPROMOTINGTHISFACTTHEREAREEXAMPLESOFFIRMSADOPTINGBOTHSTRATEGIESORGANIZATIONSLIKETHEBODYSHOPHEAVILYPROMOTETHEFACTTHATTHEYAREENVIRONMENTALLYRESPONSIBLEWHILETHISBEHAVIORISACOMPETITIVEADVANTAGE,THEFIRMWASESTABLISHEDSPECIFICALLYTOOFFERCONSUMERSENVIRONMENTALLYRESPONSIBLEALTERNATIVESTOCONVENTION
15、ALCOSMETICPRODUCTSTHISPHILOSOPHYISDIRECTLYTIEDTOTHEOVERALLCORPORATECULTURE,RATHERTHANSIMPLYBEINGACOMPETITIVETOOLANEXAMPLEOFAFIRMTHATDOESNOTPROMOTEITSENVIRONMENTALINITIATIVESISCOCACOLATHEYHAVEINVESTEDLARGESUMSOFMONEYINVARIOUSRECYCLINGACTIVITIES,ASWELLASHAVINGMODIFIEDTHEIRPACKAGINGTOMINIMIZEITSENVIRON
16、MENTALIMPACTWHILEBEINGCONCERNEDABOUTTHEENVIRONMENT,COKEHASNOTUSEDTHISCONCERNASAMARKETINGTOOLTHUSMANYCONSUMERSMAYNOTREALIZETHATCOKEISAVERYENVIRONMENTALLYCOMMITTEDORGANIZATIONANOTHERFIRMWHOISVERYENVIRONMENTALLYRESPONSIBLEBUTDOESNOTPROMOTETHISFACT,ATLEASTOUTSIDETHEORGANIZATION,ISWALTDISNEYWORLDWDWWDWHA
17、SANEXTENSIVEWASTEMANAGEMENTPROGRAMANDINFRASTRUCTUREINPLACE,YETTHESEFACILITIESARENOTHIGHLIGHTEDINTHEIRGENERALTOURISTPROMOTIONALACTIVITIESMURPHY1985GOVERNMENTALPRESSUREASWITHALLMARKETINGRELATEDACTIVITIES,GOVERNMENTSWANTTO“PROTECT“CONSUMERSANDSOCIETYTHISPROTECTIONHASSIGNIFICANTGREENMARKETINGIMPLICATION
18、SGOVERNMENTALREGULATIONSRELATINGTOENVIRONMENTALMARKETINGAREDESIGNEDTOPROTECTCONSUMERSINSEVERALWAYS,1REDUCEPRODUCTIONOFHARMFULGOODSORBYPRODUCTS2MODIFYCONSUMERANDINDUSTRYSUSEAND/ORCONSUMPTIONOFHARMFULGOODSOR3ENSURETHATALLTYPESOFCONSUMERSHAVETHEABILITYTOEVALUATETHEENVIRONMENTALCOMPOSITIONOFGOODSGOVERNM
19、ENTSESTABLISHREGULATIONSDESIGNEDTOCONTROLTHEAMOUNTOFHAZARDOUSWASTESPRODUCEDBYFIRMSMANYBYPRODUCTSOFPRODUCTIONARECONTROLLEDTHROUGHTHEISSUINGOFVARIOUSENVIRONMENTALLICENSES,THUSMODIFYINGORGANIZATIONALBEHAVIORINSOMECASESGOVERNMENTSTRYTO“INDUCE“FINALCONSUMERSTOBECOMEMORERESPONSIBLEFOREXAMPLE,SOMEGOVERNMEN
20、TSHAVEINTRODUCEDVOLUNTARYCURBSIDERECYCLINGPROGRAMS,MAKINGITEASIERFORCONSUMERSTOACTRESPONSIBLYINOTHERCASESGOVERNMENTSTAXINDIVIDUALSWHOACTINANIRRESPONSIBLEFASHIONFOREXAMPLEINAUSTRALIATHEREISAHIGHERGASTAXASSOCIATEDWITHLEADEDPETROLONEOFTHEMORERECENTPUBLICIZEDENVIRONMENTALREGULATIONSUNDERTAKENBYGOVERNMEN
21、TSHASBEENTHEESTABLISHMENTOFGUIDELINESDESIGNEDTO“CONTROL“GREENMARKETINGCLAIMSPOLONSKY1994ATHESEREGULATIONSINCLUDETHEAUSTRALIANTRADEPRACTICESCOMMISSIONSTPC“ENVIRONMENTALCLAIMSINMARKETINGAGUIDELINETPC1992,THEUSFEDERALTRADECOMMISSIONSFTC“GUIDESFORTHEUSEOFENVIRONMENTALMARKETINGCLAIMS“FTC1991AND1992ANDTHE
22、REGULATIONSSUGGESTEDBYTHENATIONALASSOCIATIONOFATTORNEYSGENERALNAAG1990THESEREGULATIONSAREALLDESIGNEDTOENSURECONSUMERSHAVETHEAPPROPRIATEINFORMATIONWHICHWOULDENABLETHEMTOEVALUATEFIRMSENVIRONMENTALCLAIMSINADDITIONTOTHESEGUIDELINESMANYSTATESINTHEUSHAVEINTRODUCEDLEGISLATIONTOCONTROLVARIOUSENVIRONMENTALMA
23、RKETINGACTIVITIESKANGUNANDPOLONSKY1994INMOSTCASESTHESESTATELAWSAREMORESTRINGENTTHANTHEFTCSGUIDELINESTODATETHEMAJORITYOFPROSECUTIONSOFFIRMSUSINGMISLEADINGGREENMARKETINGHASOCCURREDINSTATERATHERTHANFEDERALCOURTSTHUSGOVERNMENTALATTEMPTSTOPROTECTCONSUMERSFROMFALSEORMISLEADINGCLAIMSSHOULDTHEORETICALLYPROV
24、IDECONSUMERSWITHTHEABILITYTOMAKEMOREINFORMEDDECISIONSINAUSTRALIAWHEREREGULATIONSHAVEAFFECTEDMANYCOMPANIES,ONEUNINTENDEDCASUALTYWASANADVERTISEMENTFORTHEFEDERALGOVERNMENTSENVIRONMENTALLABELINGPROGRAM“ENVIRONMENTALCHOICE“THISADWASDEEMEDTOBREACHTHETPCSGUIDELINES,ASITIMPLIEDTHATONLYPRODUCTSWITHTHELOGOWER
25、EENVIRONMENTALLYRESPONSIBLECOMPETITIVEPRESSUREANOTHERMAJORFORCEINTHEENVIRONMENTALMARKETINGAREAHASBEENFIRMSDESIRETOMAINTAINTHEIRCOMPETITIVEPOSITIONINMANYCASESFIRMSOBSERVECOMPETITORSPROMOTINGTHEIRENVIRONMENTALBEHAVIORSANDATTEMPTTOEMULATETHISBEHAVIORINSOMEINSTANCESTHISCOMPETITIVEPRESSUREHASCAUSEDANENTI
26、REINDUSTRYTOMODIFYANDTHUSREDUCEITSDETRIMENTALENVIRONMENTALBEHAVIORFOREXAMPLE,ITCOULDBEARGUEDTHATXEROXS“REVIVE100RECYCLEDPAPER“WASINTRODUCEDAFEWYEARSAGOINANATTEMPTTOADDRESSTHEINTRODUCTIONOFRECYCLEDPHOTOCOPIERPAPERBYOTHERMANUFACTURERSINANOTHEREXAMPLEWHENONETUNAMANUFACTURESTOPPEDUSINGDRIFTNETSTHEOTHERS
27、FOLLOWEDSUITADVERTISINGAGE1991COSTORPROFITISSUESFIRMSMAYALSOUSEGREENMARKETINGINANATTEMPTTOADDRESSCOSTORPROFITRELATEDISSUESDISPOSINGOFENVIRONMENTALLYHARMFULBYPRODUCTS,SUCHASPOLYCHLORINATEDBIPHENYLPCBCONTAMINATEDOILAREBECOMINGINCREASINGLYCOSTLYANDINSOMECASESDIFFICULTTHEREFOREFIRMSTHATCANREDUCEHARMFULW
28、ASTESMAYINCURSUBSTANTIALCOSTSAVINGSWHENATTEMPTINGTOMINIMIZEWASTE,FIRMSAREOFTENFORCEDTOREEXAMINETHEIRPRODUCTIONPROCESSESINTHESECASESTHEYOFTENDEVELOPMOREEFFECTIVEPRODUCTIONPROCESSESTHATNOTONLYREDUCEWASTE,BUTREDUCETHENEEDFORSOMERAWMATERIALSTHISSERVESASADOUBLECOSTSAVINGS,SINCEBOTHWASTEANDRAWMATERIALARER
29、EDUCEDINOTHERCASESFIRMSATTEMPTTOFINDENDOFPIPESOLUTIONS,INSTEADOFMINIMIZINGWASTEINTHESESITUATIONSFIRMSTRYTOFINDMARKETSORUSESFORTHEIRWASTEMATERIALS,WHEREONEFIRMSWASTEBECOMESANOTHERFIRMSINPUTOFPRODUCTIONONEAUSTRALIANEXAMPLEOFTHISISAFIRMWHOPRODUCESACIDICWASTEWATERASABYPRODUCTOFPRODUCTIONANDSELLSITTOAFIR
30、MINVOLVEDINNEUTRALIZINGBASEMATERIALSTHELASTWAYINWHICHCOSTORPROFITISSUESMAYAFFECTFIRMSENVIRONMENTALMARKETINGACTIVITIESISTHATNEWINDUSTRIESMAYBEDEVELOPEDTHISCANOCCURINTWOWAYS1AFIRMDEVELOPSATECHNOLOGYFORREDUCINGWASTEANDSELLSITTOOTHERFIRMSOR2AWASTERECYCLINGORREMOVALINDUSTRYDEVELOPSYURMAN1994FOREXAMPLE,FI
31、RMSTHATCLEANTHEOILINLARGEINDUSTRIALCONDENSERSINCREASETHELIFEOFTHOSECONDENSERS,REMOVINGTHENEEDFORREPLACINGTHEOIL,ASWELLASTHENEEDTODISPOSEOFTHEWASTEOILTHISREDUCESOPERATINGCOSTSFORTHOSEOWNINGTHECONDENSERSANDGENERATESREVENUEFORTHOSEFIRMSCLEANINGTHEOILSOMEPROBLEMSWITHGOINGGREENNOMATTERWHYAFIRMUSESGREENMA
32、RKETINGTHEREAREANUMBEROFPOTENTIALPROBLEMSTHATTHEYMUSTOVERCOMEONEOFTHEMAINPROBLEMSISTHATFIRMSUSINGGREENMARKETINGMUSTENSURETHATTHEIRACTIVITIESARENOTMISLEADINGTOCONSUMERSORINDUSTRY,ANDDONOTBREACHANYOFTHEREGULATIONSORLAWSDEALINGWITHENVIRONMENTALMARKETINGFOREXAMPLEMARKETERSINTHEUSMUSTENSURETHEIRGREENMARK
33、ETINGCLAIMSCANMEETTHEFOLLOWINGSETOFCRITERIA,INORDERTOCOMPLYWITHTHEFTCSGUIDELINESGREENMARKETINGCLAIMSMUSTCLEARLYSTATEENVIRONMENTALBENEFITSEXPLAINENVIRONMENTALCHARACTERISTICSEXPLAINHOWBENEFITSAREACHIEVEDENSURECOMPARATIVEDIFFERENCESAREJUSTIFIEDENSURENEGATIVEFACTORSARETAKENINTOCONSIDERATIONANDONLYUSEMEA
34、NINGFULTERMSANDPICTURESANOTHERPROBLEMFIRMSFACEISTHATTHOSEWHOMODIFYTHEIRPRODUCTSDUETOINCREASEDCONSUMERCONCERNMUSTCONTENDWITHTHEFACTTHATCONSUMERSPERCEPTIONSARESOMETIMESNOTCORRECTTAKEFOREXAMPLETHEMCDONALDSCASEWHEREITHASREPLACEDITSCLAMSHELLSWITHPLASTICCOATEDPAPERTHEREISONGOINGSCIENTIFICDEBATEWHICHISMORE
35、ENVIRONMENTALLYFRIENDLYSOMESCIENTIFICEVIDENCESUGGESTSTHATWHENTAKINGACRADLETOGRAVEAPPROACH,POLYSTYRENEISLESSENVIRONMENTALLYHARMFULIFTHISISTHECASEMCDONALDSBOWEDTOCONSUMERPRESSURE,YETHASCHOSENTHEMOREENVIRONMENTALLYHARMFULOPTIONWHENFIRMSATTEMPTTOBECOMESOCIALLYRESPONSIBLE,THEYMAYFACETHERISKTHATTHEENVIRON
36、MENTALLYRESPONSIBLEACTIONOFTODAYWILLBEFOUNDTOBEHARMFULINTHEFUTURETAKEFOREXAMPLETHEAEROSOLINDUSTRYWHICHHASSWITCHEDFROMCFCSCHLOROFLUOROCARBONSTOHFCSHYDROFLUOROCARBONSONLYTOBETOLDHFCSAREALSOAGREENHOUSEGASSOMEFIRMSNOWUSEDMEDIMETHYLETHERASANAEROSOLPROPELLANT,WHICHMAYALSOHARMTHEOZONELAYERDEBETS1989GIVENTH
37、ELIMITEDSCIENTIFICKNOWLEDGEATANYPOINTINTIME,ITMAYBEIMPOSSIBLEFORAFIRMTOBECERTAINTHEYHAVEMADETHECORRECTENVIRONMENTALDECISIONTHISMAYEXPLAINWHYSOMEFIRMS,LIKECOCACOLAANDWALTDISNEYWORLD,AREBECOMINGSOCIALLYRESPONSIBLEWITHOUTPUBLICIZINGTHEPOINTTHEYMAYBEPROTECTINGTHEMSELVESFROMPOTENTIALFUTURENEGATIVEBACKLAS
38、H,IFITISDETERMINEDTHEYMADETHEWRONGDECISIONINTHEPASTWHILEGOVERNMENTALREGULATIONISDESIGNEDTOGIVECONSUMERSTHEOPPORTUNITYTOMAKEBETTERDECISIONSORTOMOTIVATETHEMTOBEMOREENVIRONMENTALLYRESPONSIBLE,THEREISDIFFICULTYINESTABLISHINGPOLICIESTHATWILLADDRESSALLENVIRONMENTALISSUESFOREXAMPLE,GUIDELINESDEVELOPEDTOCON
39、TROLENVIRONMENTALMARKETINGADDRESSONLYAVERYNARROWSETOFISSUES,IE,THETRUTHFULNESSOFENVIRONMENTALMARKETINGCLAIMSSCHLOSSBERG1993IFGOVERNMENTSWANTTOMODIFYCONSUMERBEHAVIORTHEYNEEDTOESTABLISHADIFFERENTSETOFREGULATIONSTHUSGOVERNMENTALATTEMPTSTOPROTECTTHEENVIRONMENTMAYRESULTINAPROLIFERATIONOFREGULATIONSANDGUI
40、DELINES,WITHNOONECENTRALCONTROLLINGBODYREACTINGTOCOMPETITIVEPRESSURESCANCAUSEALL“FOLLOWERS“TOMAKETHESAMEMISTAKEASTHE“LEADER“ACOSTLYEXAMPLEOFTHISWASTHEMOBILCORPORATIONWHOFOLLOWEDTHECOMPETITIONANDINTRODUCED“BIODEGRADABLE“PLASTICGARBAGEBAGSWHILETECHNICALLYTHESEBAGSWEREBIODEGRADABLE,THECONDITIONSUNDERWH
41、ICHTHEYWEREDISPOSEDDIDNOTALLOWBIODEGRADATIONTOOCCURMOBILWASSUEDBYSEVERALUSSTATESFORUSINGMISLEADINGADVERTISINGCLAIMSLAWRENCE1991THUSBLINDLYFOLLOWINGTHECOMPETITIONCANHAVECOSTLYRAMIFICATIONSTHEPUSHTOREDUCECOSTSORINCREASEPROFITSMAYNOTFORCEFIRMSTOADDRESSTHEIMPORTANTISSUEOFENVIRONMENTALDEGRADATIONENDOFPIP
42、ESOLUTIONSMAYNOTACTUALLYREDUCETHEWASTEBUTRATHERSHIFTITAROUNDWHILETHISMAYBEBENEFICIAL,ITDOESNOTNECESSARILYADDRESSTHELARGERENVIRONMENTALPROBLEM,THOUGHITMAYMINIMIZEITSSHORTTERMAFFECTSULTIMATELYMOSTWASTEPRODUCEDWILLENTERTHEWASTESTREAM,THEREFORETOBEENVIRONMENTALLYRESPONSIBLEORGANIZATIONSSHOULDATTEMPTTOMI
43、NIMIZETHEIRWASTE,RATHERTHANFIND“APPROPRIATE“USESFORIT出处POLONSKY,MICHAELJAYELECTRONICGREENJOURNALJELECTRONICGREENJOURNAL,199412P110标题绿色营销的简介译文绿色营销为什么重要绿色营销越来越重要,对经济学简单的基本定义经济学是对人们如何利用有限的资源，尽量满足无穷欲望的研究。麦克塔加特，芬德利和帕金1992年，24因此，人类在拥有地球上有限的资源，与她/他必须试图为世界提供无限的希望。（有广泛争论是否地球是一个人类处理的资源,例如，见1993年戈尔。）有一个问题这些需求是
44、否合理的或可达到的是很重要的,这个问题不会提出在对该算法进行了分析。在市场社会里有“自由选择”，它已经被普遍认为个人和组织都有权试图让他们的希望感到满意。随着企业面对有限的自然资源，他们必须发展新的或可选择的方式满足这些无限的希望。最终绿色营销着眼于如何利用这些有限的市场营销活动的资源，同时满足消费者的欲望，同时个人和行业，以及实现销售组织的目标。为什么一些企业实行绿色营销当通过文献看到几个建议企业实行绿色营销的原因。五列举可能的原因是1组织认为环境营销是一个机会,可以用来实现其目标的机会凯勒1987年，希勒19902组织认为他们有道义责任，更有社会责任戴维斯1992年，弗里曼和LIEDTKA
45、1991年，凯勒1987年，1990年希勒麦金托什19903政府正迫使企业提高负责NAAG19904竞争对手的环保活动压力公司改变他们的环境销售NAAG19905成本因素与废物处理相关的，或在材料的使用迫使企业裁减修改他们的行为AZZONE和曼齐尼1994。机会所有类型的消费者，包括个人和工业越来越关切和自然环境。在1992年,16个国家的研究,统计得出50以上的消费者他们关注环境问题奥特曼1993。1994年在澳大利亚的研究发现，846的样本人群认为所有的人都有责任照顾环境。另有80表示这样，他们由于环境原因已经改变了他们的行为，包括他们的购买行为环保局，新南威尔士州1994。随着需求的变化
46、，许多公司把这些变化当做一个机遇并努力开发。鉴于这些数字，我们可以假设，企业实行环境销售将有一个以上的非环保的公司没有的竞争优势特点。有许多的例子，公司力争变的更加环保，为了更好的满足他们顾客的需要。麦当劳用蜡纸替换蛤蜊壳包装，是因为提高消费者对苯乙烯的生产和消耗臭氧层的关注聚吉福德1991年，休谟1991。金枪鱼制造商调整自己的钓鱼技术是因为日益增加的关注流网捕鱼技术和导致死亡的海豚广告时代1991施乐公司推出了“高品质的“回收纸影印机为了满足需求的公司对环境有害以更低的产品。这并不意味着所有承诺改善环境的企业在营销活动规范他们的行为。在某些情况下，企业有误导消费者企图获得市场份额的。在其他
47、情况下的公司也纷纷绿色潮流，性。这种对真正的“绿色”活动的考虑不足，可能导致作出虚假或误导性的绿色营销要求企业。但这并不是说所有的公司都已经采行实际上提高环境营销活动自己的行为。在某些情况下,公司已经误导消费者是为了开拓市场。在其他情况下公司也纷纷跳进绿色潮流,不考虑自己的行为，他们的说法，或者其产品的有效性。这种缺乏考虑的真正的“绿色”的活动可能会导致公司制造虚假记载、误导性绿色营销的要求。社会责任许多企业开始意识到，他们是广泛的社会成员，因此必须对环境负责。公司相信他们必须达成环境目标以及利润相关的目标。这将导致对环境问题被纳入该公司的企业文化。在这种情况下企业可以采取两种观点1）他们可以
48、使用的事实，他们对环境负责的一种营销手段，2）可以成为推动这一事实不负责。有采用这两种战略的公司的例子。像美体小铺组织大力推广的事实，他们对环境负责。虽然这种行为是一种竞争优势，该公司成立，专门负责为消费者提供环保替代传统的化妆品。这种理念是直接联系到整个企业文化，而不是简单地作为一个有竞争力的工具。对一个公司不能促进其环保措施的例子如可口可乐。他们投资在各种回收活动大笔的钱，除了修改了他们的包装，以尽量减少其对环境的影响。在被关注环境问题，可口可乐并没有用这个作为营销工具的关注。因此，许多消费者可能没有意识到，焦炭是一种非常环保承诺的组织。另一家公司，沃尔特迪斯尼世界非常关注环保，但组织外部
49、并没有宣传这个事实。WDW己建立了广泛的废物管理计划和基础设施，但这些设施并不在他们的一般旅游（墨菲1985年）宣传活动突出。政府的压力正如所有的营销活动，政府要“保护”消费者和社会，这个对绿色营销的保护具有重大意义。政府法规有关于环境营销在几个方面保护消费者，1）减少有害物品或副产品的生产2）修改消费者和业界的使用和有害物品的消费或3）确保消费者的所有类型的评估的能力，环境组成的货物。政府建立法规用来控制公司产生的危险废物的数量。许多是通过对生产的产品控制牌照发放的各种环境，从而改变组织的行为。在某些情况下，政府试图“诱导”最终消费者更负责任。例如，有些政府采取了自愿遏制端回收计划，使消费者更容易采取负责任的行动。在其他情况下，,政府税收个人不负责任的行为方式。例如在澳大利亚有较高的含铅汽油税和汽油有关。各国政府采取的较近期公布的环保法规，旨在“控制”绿色营销准则编制索赔POLONSKY1994年A。这些法规包括澳大利亚贸易惯例委员会（TPC）的“环境债市场营销一个准则台电1992，美国联邦贸易委员会（FTC）的”为环境营销说明的使用指南“联邦贸易委员会1991年和1992年和法规建议由总检察长协会NAAG1990。这些规定都是为了确保消费者有适当的资料，使他们能够评估公司的。除了在美国这些准则的许多州已经通过立法环境索赔控制各种
