企業相關之綠色消費市場分析

An analysis of the green consumers’ market, its claims and the business response

尤夢麟(Magdalena Jurkiewicz)

指導教授 ： 陳文華

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2010年)

https://doi.org/10.6342/NTU.2010.02260

摘要

無資料

關鍵字

綠色

並列摘要

Growing interest in environmental problems and increasingly conscientious citizen-consumers focusing on environmentally friendly alternatives make analyzing the consumer’s behaviour toward and demand for environmental friendly behaviour an important area of study. This thesis examines the connections between two main elements involved in the increasingly more important global green manifesto: consumers and business. The study is divided into two parts. First, looking at many open matters undertaken by the researches done worldwide in recent years, the author examines customer attitudes towards the environment and opinions on green products. An overview of the current green consumer market and its trends and development with a focus on the customers’ perspective in regard to the availability and appropriateness of green products and services is provided. The second part of the thesis discusses the business response to the current green manifesto made by the public and governments. This section illustrates many wide-ranging opportunities for companies that wish to “go green” and investigates the global market potential for environmental technologies.
Various reports and data analysis confirm that the transition of the world’s market into a greener economy is continuing and that the expansion of environment friendly products is demanded by a growing number of consumers. An accurate business response along with stable government strategies will be the keys to green business if environmentally friendly products are to become an everyday commercial reality.

並列關鍵字

green consumers ； environment ； green product ； green business

參考文獻

Andreasen, Alan R. Social marketing in the 21st Century. Sage Publications Inc., 2006.

Bill, Ryan. Green Consumers. A Growing Market for Many Local Businesses. Center For Community & Economic Development, University of Wisconsin Extension, November 2006.

Bostrӧm, Magnus. Mikael Klintman. Eco-standards, product labelling and green consumerism. Palgrave Macmillan, 2008.

Coddington, Walter. Environmental Marketing. Positive strategies for reaching the green consumers. R.R. Donnelley & Sons Company, 1993.

De Mooij, Marieke. Global Marketing and Advertising. Understanding Cultural Paradoxes. London: Sage Publications, 2005.