<論文>循環型経済社会とエコロジカル・マーケティング
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概要
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This paper discusses environmental regulations during the formation of a circular-flow economy society and effectiveness of ecological marketing as enterprises' response to ecology. There are two factors that determine the action of enterprises to adapt themselves to the circular-flow economy society. One is environmental regulations. Enterprises must fulfill their obligation that resulted from environmental regulations. The other is adaptation to the market. In the circular-flow economy society, one is required to form a lifestyle which considers ecology. Enterprises ought to increase their competitive advantage by supplying green products and services to the market formed by them. In this paper, I described needs for public policies in the circular-flow economy society from viewpoints of environment and economic theory. Then, as a environmental policies of Japan, I took up "basic law to promote formation of a circular-flow economy society (circular-flow basic law)" which was enacted in May, 2000,and outlined to clarify responsibilities of businesses focusing extended producer responsibility. It is apparent that enterprises must react properly to those environmental regulations, while they must reinforce their competitive advantage in the market by looking beyond the circular-flow economy society to actively work with the market. Therefore, I not only stressed the needs of enterprises' action to ecological management, but also discussed the needs and effectiveness of ecological marketing as a marketing strategy of an enterprise to develop concretely ecological marketing mix. And, at the end, I pointed out that, in order to realize efficient and effective ecological marketing, formation of the partnership among enterprises, consumers and administration is required on the top of enterprises' efforts and that, with that assumption, effectiveness of the ecological marketing can be raised.
- 名古屋産業大学の論文
- 2001-03-15