Shifting to green chemistry: the need for innovations in sustainability marketing
分析化学制造商如何通过重新思考可持续营销方法来增强绿色化学的商业优势，讨论了现有市场信号弱、营销方式及主要障碍，并提出企业需内部生成更多信息、建立供应链新关系并对外提供更多信息。
Abstract This article analyzes how chemical manufacturers can develop stronger business advantages for green chemistry by rethinking sustainability marketing approaches. Green chemistry is a package of technologies, design principles and tools to reduce the toxicity, resource and energy use, and pollution of chemicals. Using research into US chemical industry efforts, this article introduces green chemistry, and discusses existing weak market signals, ways to market green chemistry and key obstacles to sustainability marketing. It concludes that companies need to generate more information internally, build new relations across supply chains and provide more information externally. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.