“双碳”背景下绿色消费驱动机制与营销策略优化研究

Research on the Driving Mechanism of Green Consumption and Optimisation of Marketing Strategies under the Background of “Double Carbon”

摘要: 本研究从政策、市场、技术及社会文化四维视角系统解析绿色消费的驱动逻辑及其营销启示。研究发现：政策维度通过碳交易市场与绿色认证体系的制度协同，构建了绿色消费的基础保障；市场维度依托绿色供应链重构与碳标签制度融合，形成供需联动的低碳转型动能；技术维度借力碳足迹追踪与区块链溯源技术，实现全产业链碳管理的透明化升级；社会文化维度则通过代际环保认知差异与KOL示范效应，重塑消费主体的绿色价值取向。基于此，提出全生命周期碳管理产品创新、碳成本内化定价、供应链协同优化及可视化碳披露的整合营销策略。实证检验表明，多维策略协同可显著提升企业碳减排绩效。研究建议构建“政策规制–市场调节–社会协同”的三元治理框架，通过立法强制与经济激励的耦合机制，促进企业低碳转型与可持续发展的战略融合。研究结论通过理论支撑与实践范式的双重支撑，为政府构建绿色消费制度框架和企业实施低碳转型战略提供了决策参考与路径指引。

Abstract: This study systematically analyses the driving logic of green consumption and its marketing implications from the four dimensions of policy, market, technology and social culture. The study finds that: the policy dimension builds a basic guarantee for green consumption through the institutional synergy of the carbon trading market and green certification system; the market dimension relies on the reconfiguration of the green supply chain and the integration of the carbon labelling system to form the low-carbon transformation kinetic energy of the linkage between supply and demand; the technology dimension realizes the transparent upgrading of the carbon management of the whole industrial chain by leveraging carbon footprinting tracking and blockchain traceability technology; and the socio-cultural dimension reshapes the green value orientation of the consumer body through the difference in environmental protection cognition between generations and the KOL demonstration effect. Based on this, we propose an integrated marketing strategy of whole life cycle carbon management product innovation, internalised carbon cost pricing, supply chain optimisation and visualised carbon disclosure. Empirical tests show that the synergy of multi-dimensional strategies can significantly improve the carbon emission reduction performance of enterprises. The study proposes to build a triadic governance framework of “policy regulation-market regulation-social synergy”, which promotes the strategic integration of low-carbon transformation and sustainable development through the coupling mechanism of legislative mandatory and economic incentives. The findings of the study provide decision-making references and guidelines for the government to build an institutional framework for green consumption and for enterprises to implement low-carbon transition strategies through the dual support of theoretical support and practical paradigm.