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首页> 外文期刊>Environmental research >It's hard to be green: Reverse green value chain
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It's hard to be green: Reverse green value chain

机译：很难做到绿色：逆向绿色价值链

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摘要

Firms have recently discovered that it is not enough to optimize internal processes and relationships with partners along the value chain to create a sustainable competitive market position. A clear customer orientation, which acknowledges that consumer buying behavior is complex and includes many elements implied in the value chain, is required. As companies offering green products are no exception to this rule, this study analyzes consumer behavior in Europe from a reserve green supply chain management perspective, using descriptive analyses and a structural equation model, with data collected by Flash Barometer comprising 26,573 responses from 28 European countries. The results suggest that European consumers are conscious of the green concept, but are not willing to buy or pay more for these products since the value is unclear. Companies offering green products must therefore rethink their strategies, especially in terms of value proposition, communication strategies, and eco-labeling.
机译：企业最近发现，优化内部流程以及与价值链中的合作伙伴的关系以建立可持续的竞争性市场地位还不够。需要明确的客户导向，即承认消费者的购买行为是复杂的，并且包含价值链中暗含的许多要素。由于提供绿色产品的公司也不例外，本研究使用描述性分析和结构方程模型从储备绿色供应链管理的角度分析了欧洲的消费者行为，该数据由Flash晴雨表收集，包括来自28个欧洲国家的26,573个响应。结果表明，欧洲消费者意识到了绿色概念，但由于价值不清楚，因此不愿意购买或支付更高的价格。因此，提供绿色产品的公司必须重新考虑其战略，尤其是在价值主张，沟通战略和生态标签方面。

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  • 来源
    《Environmental research》 |2016年第8期|302-313|共12页
  • 作者

    Joao Couto; Teresa Tiago; Artur Gil; Flavio Tiago; Sandra Faria;

  • 作者单位

    CEEAplA, University of the Azores and Advance/CSC, ISEC, Universidade de Lisboa, University of the Azores, Ponta Delgada, Portugal;

    CEEAplA, University of the Azores and Advance/CSC, ISEC, Universidade de Lisboa, University of the Azores, Ponta Delgada, Portugal;

    Centre for Ecology, Evolution and Environmental Changes, University of the Azores, Ponta Delgada, Portugal;

    Advance/CSG, 1SEG, Universidade de Lisboa and CEEAplA-Acores, University of the Azores, Ponta Delgada, Portugal;

    Advance/CSG, 1SEG, Universidade de Lisboa and CEEAplA-Acores, University of the Azores, Ponta Delgada, Portugal;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Reverse green supply chain management; Green consumer; Buying behavior; Europe;

    机译：逆向绿色供应链管理;绿色消费者;购买行为;欧洲;

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