企业绿色营销正外部性市场失灵及其治理

作为可持续发展的一个微观拓展,绿色营销属于准公共物品,具有正的外部性。但是,正是这种正的外部性也给开 展绿色营销的企业带来了负的效应。根据外部性理论,本文立足于企业分析了绿色营销的外部性及其市场失灵对绿色营销 企业的负效应,分别从微观企业的角度和借助宏观政府的角度提出了治理措施。

Analysis and Countermeasures on the Market Failure of External Benefit in Green Marketing

As a micro -deveiopment of sustainable development, green marketing is a kind of quasi-publiic goods, which has positive externality. However, just that presents those corporations that are developing green marketing with negative domino -effects. Based on the externality theory, this article analyzes the externality of green marketing and its negative domino -effect; then,puts forward some strategies or tactics from the point of view of micro -corporation and macro -government.