由于全球可利用资源的日益稀缺及环境污染的日趋严重,环境保护已成为一个全球性的问题.人们逐渐认识到全球生态环境恶化对人类生存质量及经济可持续发展构成巨大的威胁.人们开始关心消费中的环境代价,呼唤着既无污染又有利于健康的绿色商品.随着绿色消费的高涨,一种新的营销观念——绿色营销便应运而生. Environmental protection has become a global issue due to the scarcity of resources available globally and the worsening environmental pollution, and people are gradually realizing that the deterioration of the global ecological environment poses a tremendous threat to the quality of human existence and sustainable economic development. The environmental cost of consumption calls for a green product that is both non-polluting and healthy, and as green consumption soars, a new marketing concept - green marketing emerges.