绿色消费行为分析与绿色营销策略研究

长株潭城市群"两型"社会建设的不断推进以及打造"绿色湖南"给绿色食品营销提出了新的要求。随着绿色消费浪潮的兴起与绿色壁垒的设置,发展绿色食品产业、实施绿色营销成为了绿色食品企业必然选择。绿色食品的消费行为受消费者个人、社会文化、参考群体、企业营销等多重因素影响。文章立足于对消费者行为的分析,提出相应的绿色食品营销策略。

Green Consumer Behavior and Green Marketing Strategy

Xiangtan Urban Agglomeration two types continuous progress of society and create green Hunan to the green marketing made new demands.With the rise of the tide of green consumption and green barriers set up,develop green food industry,the implementation of green business green marketing has become an inevitable choice.Green food consumption behavior by individual consumers,social culture,reference groups,corporate marketing,and other multiple factors.This paper is based on the analysis of consumer behavior,t...