一、绿色消费观念与绿色消费品价格 20世纪70年代以来,在全球范围内掀起了一场绿色革命的风暴,人们开始认识到那种不顾资源补偿和环境保护的传统经济增长方式,是以牺牲人类的生存环境、降低生活质量为代价的。人们开始清醒并重视生态环境问题。随着人们的生态环境意识的不断深入人心,传统的消费观念逐渐被“绿色消费”观念所取代。绿色消费品是企业在生产过程中注重生态环境保护条件下生产出来的产品。企业为满足消费者对绿色消费品的需要。在生产经营活动中就要增加“绿色成本”支出(与生产普通产品相比),因而如何制定合理的绿色消费品价格,以补偿“绿色成本”并取得合理利润就成了推动绿色消 I. Concept of Green Consumption and Price of Green Consumer Goods Since the 1970s, a storm of the Green Revolution was set off in the world. People began to realize that the traditional mode of economic growth, regardless of resource compensation and environmental protection, is based on sacrificing human beings Living environment, reducing the quality of life for the price. People began to awake and pay attention to the ecological environment. With people’s growing awareness of the ecological environment, the concept of traditional consumption has gradually been replaced by the concept of “green consumption.” Green consumer goods is the product that the enterprise pays attention to under the condition of ecological environment protection in the production process. Enterprises to meet consumer demand for green consumer goods. Therefore, it is necessary to increase the “green cost” expenditure (compared with the production of common products) in the production and operation activities. Therefore, how to formulate reasonable green consumer prices to compensate for “green costs” and achieve reasonable profits has become a key factor in promoting green consumption