政府、企业及其消费者的绿色创新研究

本文以问卷调查的形式对我国消费者在绿色消费方面的倾向进行了分析,对比了中德消费者在相关方面的差距,并在此基础上对政府、企业、环保非政府组织和消费者在绿色创新方面分别给出了有针对性的建议:政府重点在公共政策干预、绿色税收和政策法规方面进行创新,企业在管理思想、流程再造、社会责任和绿色文化方面要有相应的行动,环保非政府组织应举办各种活动培育消费者绿色消费的意识,引导消费者的购买行为,关注滞后群体,并开展绿色教育,最终在政府、企业、环保非政府组织和消费者四者之间建立一种共生或合作的关系。

Research of Green Innovation of Government, Enterprises and Consumers

With the help of positive research of consumer's eco-awareness and eco-behavior,and drawing on the experience of other countries,the author discusses green marketing innovation route for government,enterprises and consumers.The author also points out that the government should make innovation in public policy,green tax,and policy regulation,take some action in terms of idea of management,business process,social responsibility and green culture,positively take part in communication concerning environment protection,guide consumers' behavior and provide training in green consumption.