消费者心理视域下我国绿色产品网络营销困境及策略探究

Research on the Dilemma and Strategy of Green Product Network Marketing in China from the Perspective of Consumer Psychology

摘要: 随着绿色消费逐渐成为我国社会共同关注的焦点，网络绿色产品营销作为一种新兴的环保推广方式，其有效性受到消费者心理特征和行为模式的影响。本文从心理学视角出发，探讨了网络绿色产品营销所面临的困境，并提出了相应的营销策略建议，帮助促进网络绿色产品的销售以及绿色消费理念的推广。

Abstract: As green consumption has gradually become the focus of our society, online green product marketing, as a new way of environmental protection promotion, its effectiveness is influenced by consumers’ psychological characteristics and behavior patterns. From the perspective of psychology, this paper discusses the difficulties faced by network green product marketing and puts forward corresponding marketing strategy suggestions to help promote the sales of network green products and the promotion of green consumption concept.