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消费品市场漂绿问题及治理

书 名: 消费品市场漂绿问题及治理
英 文 名: Greenwashing and Its Governance of Consumer Product Market
作 者: 杨波
I S B N: 978-7-5097-6467-1
关 键 词:  消费品市场 漂绿问题 绿色消费 绿色产品市场 漂绿治理
出版日期: 2014-10-01

中文摘要

20世纪80年代后半期兴起的绿色消费运动对消费者的消费活动、企业的生产活动、政府的相关政策影响深远。受利益诱导,一些企业和组织开始误导、夸大甚至捏造其产品或服务的环保特性,这一行为被称为漂绿。漂绿现象在商品市场、资本市场和政治市场上都会出现,以商品市场特别是消费品市场为主。西方发达国家治理漂绿多年,取得了一些成效,也面临着严峻的挑战,并没有从根本上遏制漂绿现象增加的势头。漂绿在我国出现较晚,但蔓延速度很快。深刻分析漂绿这种新的经济现象,把握其规律,实现有效治理,成为摆在我们面前的重要课题。我国绿色经济和生态文明的建设才起步,这一问题的解决显得更为紧迫。

本书首先对漂绿的生成与演化、漂绿对绿色消费品市场和绿色消费的影响进行了理论和实证研究,对漂绿在中国的本土特征和出现的深层次原因进行了分析。绿色消费的勃兴是漂绿的诱发因素,漂绿的生成原因有三类:外部驱动因素、企业组织内部的因素、决策者个体的心理因素。纵向来看,漂绿表现形态的演化是一个协同演化的过程,反映了企业、政府、公益性社会组织、消费者四个子系统之间的长期反馈关系。横向来看,漂绿表现形态多样性的外部原因有绿色偏好、监管环境和绿色技术的差异;内部原因是企业的异质性。漂绿目前在我国表现出以下本土特征:多集中于食品、家具等行业,呈现出行业性高发的特征;多采取公然欺骗或购买绿色标识等比较直接的方式;被公众识别后继续漂绿成为常态。我国消费品市场漂绿问题的深层原因包括文化、制度和环境的原因。在此基础上,本书分析了生产商和中间商漂绿的不良影响,并以生态标签存在漂绿为例,分析了存在漂绿现象的市场运行和消费者的行为选择,证实了漂绿会通过降低绿色信任和增加绿色搜寻成本两条路径,来降低消费者的绿色消费倾向。

其次,对漂绿的治理方式和治理机理进行了理论分析。市场、政府、第三部门及企业社会责任在漂绿治理中各有其优势,也需要满足不同的条件。在市场体系比较完备的情况下,市场治理漂绿具有成本低和自运行的优势;政府规制效率比较高,特别在处理代表性漂绿事件中具有优势;第三部门治理的优势在于能有效深入民间,凝聚各种社会资本,整合各阶层的利益要求及资源;企业社会责任则有自发性和低成本的优势。本书分别对四种市场治理方式、两类政府规制措施、以及第三部门、企业社会责任等治理漂绿的条件和机理进行了研究。为了实现对漂绿的有效治理,需要市场、政府、第三部门、企业联合起来,以获得治理的协同效应。

最后,对西方发达国家和我国治理漂绿的实践进行了分析和对比,并提出相应的政策建议。漂绿在西方发达国家出现了两个新动向:伪造和模仿标签大量出现;企业和非盈利性组织合谋导致的漂绿增多,出现治理者被“俘虏”的现象。西方发达国家在治理漂绿方面获得了一定的成效,其经验有:不断完善法律法规,为治理漂绿奠定了制度基础;严格依法监管,培育了治理漂绿的良好环境;政府积极引导,市场和行业协会充分发挥作用,保证了绿色认证行业的规范运行;充分发挥环保和消费者NGO的积极作用。但也面临以下挑战:现行法律体系决定或可通过诉讼的方式对漂绿进行惩罚,但实施成本高;企业社会责任对漂绿的事前防范作用有限,约束力不足;NGO对漂绿的治理取决于多种因素,具有较大的不确定性。漂绿在我国尚处于发展的初期阶段,且没有受到强有力的约束和治理。我国治理漂绿可以按照以下思路进行:培育各种治理方式充分发挥作用的条件,为治理漂绿奠定现实基础;现阶段以政府规制为主,政府、市场、第三部门和企业协同互动,逐步实现多中心治理。提出了我国治理漂绿的具体对策:完善相应立法;强化政府规制;培养企业的环境社会责任;培育生态公民;回归第三部门的民间性质,在规范的基础上发挥其积极作用。

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