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How should we realize a sustainable development supported by green marketing? Do sustainable development and green marketing have a contradiction in terms as socialistic market economy? What is the sustainability? What is the development? What is the green? What is the marketing? To reply these questions we in this paper will at first define these terms, and try to bridge between them, looking for the mediations between them. The mediation between the sustainability and the development is industrially an ecological technique. The mediation between the green and the marketing is socially green consumerism and green administration and ideologically green 'value' thought. Looking for the mediations lets us coin a new word, green-living marketing. Because the green marketing sustained by the conventional ecological technique and green administration has not solved the environmental problem radically. The conventional ecological technique works only to use relatively less energy or fewer natural resources or poisonous materials than a usual technique. We need now a revolutional green marketing sustained by an absolutely ecological technique and an absolutely green administration to perish the poisons (particularly dioxin, PCB and other environmental holmon as estrogen) absolutely and conserve the ecology of the Earth without perishing our decestors. Such a revolutional green marketing is the green-living marketing. This paper shows how enterprises (E) should do the green-living marketing, how states (S) should do the green-living adoministaration and how people (P) should do the green-living consumerism to preserve the only irrepalaceable Earth for our decestors.
九州産業大学の論文
1998-03-30

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