| Summary: | 碩士 === 大葉大學 === 事業經營研究所 === 92 === Enterprises looking for Sustainable development and Green consuming circumstance have been becoming a trend of the world. Consumers become more concerned with the natural environment and want to purchase “environment-friendly products”. Hence green marketing which combining environmental conceptions into product design, production and marketing has been becoming the mainstream in the 21st century.
This study has collected the key factors of green marketing through literature reviews. In order to increase the objectivity, the study implements two kinds of researches, one is a quantitative research using the questionnaire to investigate the design technology and marketing issues of green products which existing in industries, and the other is a qualitative research which strudy the response of consumers on green marketing.
According to the researches above, the key factors of green marketing are composed of inside factors (including the whole articles of green products’ life cycle) and outside factors (including technology, market, environmental policy of government and competitive situation). In addition the study is also to intergrate e-marketplace technology to enhance the green marketing model.
Key Words: Sustainable development, Green consuming,
Green marketing, Green design, Environmental policy of government, Green industry, E-marketplace
|
|---|
