随着环境议题的增加,政府和企业开始关注碳减排和可持续发展,提出了双碳愿景。在“双碳”背景下,营销管理工作作为企业运营体系的一个重要部分,企业绿色营销逐渐成为一种趋势,旨在降低环境污染和资源浪费,因此越来越多的企业选择通过绿色营销来改善的行业形象,提升行业竞争力。本文通过对绿色营销相关文献的系统回顾,总结了近几年关于绿色营销研究相关理论、发展现状及进程,同时分析当前我国企业在新时代双碳背景下绿色营销方面存在的问题和未来研究前景,希望能够为企业实现绿色营销管理、促进可持续发展提供指导。综上,有必要对绿色营销的研究与发展做一个系统的整理。With the increasing environmental issues, governments and enterprises have begun to focus on carbon emission reduction and sustainable development, putting forward the dual-carbon aspiration. In the context of “dual carbon” goals, marketing management, as an essential part of an enterprise’s operational system, has gradually made green marketing a trend, aiming to reduce environmental pollution and resource waste. Therefore, more and more companies choose to improve their industry image and enhance industry contestability through green marketing. The text delivers a structured assessment of the relevant literature on green marketing, and summarizes recent years’ theories, current status, and progress in green marketing research. At the same time, it analyzes the issues and future research prospects of Chinese enterprises’ green marketing in the new era of the dual-carbon background, hoping to provide guidance for enterprises to achieve green marketing management and promote sustainable development. In summary, it is essential to administer a methodical review of the research and development of green marketing.
