綠色概念與環境議題，在這一兩年來又逐漸成為產業和政府注目焦點，舉凡和「綠色」、「綠能」相關的政策與活動紛紛綠色行銷躍升發展重點，然而在行銷學術研究上，自2000年後研究卻不增反減(Chamorro, et. al., 2009)，因此本文嘗試藉由綠色行銷研究主題歸納歸納與系統分類解釋這種矛盾性，並與Chamorro, et. al.(2009)分類比對，瞭解目前關於綠色行銷研究處於那個階段，研究最後並提出：企業端和消費者端跨領域整合、使用環境效應分析與消費者價值分析整合的不同研究方法，與財務取向的綠色消費者價值建構等多元研究主題以為未來綠色行銷研究者參考。 The green concepts and environmental issues gradually have become a remarkable focus for industries and our government during recent years. The policy and activities related with green marketing or energy also catch the priority development. However, according as Chamorro, et. al.(2009) pointed out the shrink of green marketing researches after 2000, this paper aims to explain this contradiction via the topic induction and system classification of the green marketing research. In addition, the author discusses what stage the current green marketing development lies in and makes a comparison with Chamorro, et. al. study. Finally, this research proposes that the future research should focus on the multi-themed areas which integrate the corporation and consumer, adopt the analysis of eco- efficiency and customer value, and construct the structure of the finance- oriented green consumer.
