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人们绿色意识的觉醒始于上个世纪70年代对资源浪费、生态失衡、环境污染等社会问题的关注。1992年在联合国环境与发展大会上通过的《21世纪议程》提出了可持续发展理论,标志着人类社会进入了“保护环境、崇尚自然,促进持续发展”的绿色时代。可持续发展作为全球性的发展战略和行动指南,其基本要求就是人类的物质生产和消费活动,必须遵循生态平衡原则,重视环境保护与未来需求的满足,实行经济与环境的协调发展。于是,绿色需求、绿色营销的概念在营销理论与实践中应运而生。
The awakening of people’s green consciousness began with the concern about the social problems of waste of resources, ecological imbalance and environmental pollution in the 1970s. Agenda 21, adopted at the UN Conference on Environment and Development in 1992, put forward the theory of sustainable development, marking the entry into the green era of “protecting the environment, promoting nature and promoting sustainable development.” As a global development strategy and guideline of action, sustainable development as its basic requirement is human material production and consumption. We must follow the principle of ecological balance, pay attention to environmental protection and meet the needs of the future, and implement the coordinated development of economy and environment. Thus, the concept of green demand and green marketing came into being in marketing theory and practice.