綠色行銷是因應綠色消費而興起的行銷策略,而綠色消費的概念可追溯到聯合國世界環境發展委員會(WCED)在1987年發表的《我們共同的未來》報告,裡面提出了「永續發展」的觀念,希望全球人民更加重視地球環境與生態的變化。(掌握永續的力量,2013)。近年來,綠色行銷更成為中央與地方政府共同大力推展的方向,許多企業在經營時,都會考慮到如何有效降低對環境的破壞,其目的創造低碳永續的環境。而在綠色行銷風潮下,政府積極推動節能減碳,營造綠色永續環境,推行了相關計畫如:綠色商店、綠色行動商店、環保餐廳、環保旅店等,遴選出具有節能示範潛力、周邊環境綠美化及配合落實節能改善意願之商圈組織,協助輔導成為綠色示範商圈,藉此促進各大商圈群起仿效,主動積極提升綠色競爭力,深植商圈注重自我綠色環保優質形象,形塑煥然一新的商圈景觀。 本研究以綠色行銷觀點經營都市商圈時,探討綠色行銷對於都市商圈發展之影響,建構綠色行銷之關鍵因子與整理商圈發展之內涵架構,以個案研究從得了解綠色行銷與商圈發展影響關聯性,研究結果歸納出綠色行銷的加入,對於商圈品牌價值、商圈協力運作有正面的影響,為商圈帶來社會之功能性價值。
Green marketing is a marketing strategy derived from green consumption. The concept of green consumption was first seen in Our Common future, the report of WCED in 1987. The concept of “sustainable development” was mentioned in the report. In recent years, local and central governments have been valued the concept of green marketing. Enterprises would consider sustainability when they are making business decisions. In the green marketing trend, the government actively promotes low carbon economy by choosing representative green stores, restaurants, and hostels. These representative profit entities would help the district in becoming a representative green shopping district, and other shopping districts would follow it. Therefore, they would value their image as environmental friendly, and a whole new landscape in shopping districts’ competition was shaped. This study would demonstrate green marketing’s impact on the development of urban shopping district and explore the essential elements of green marketing. By case study, the connection between green marketing and the development of the shopping district would be shown in this essay.