유통에서의 생태마케팅(Eco-Marketing) : 환경문제의 대두와 유통업체의 역할

The marketing which rose during the 60s and 70s contributing to the increase of business in quantity has lost the meaning due to the serious environmental destruction and even brought about the problem of legitimation with the criticism that the marketing has caused the ecological problem as a chief criminal. It came from the general marketing inclination to stimulate over consumption and various angle of input of marketing tools (especially products and packing policy). The eco-marketing concept comes from the attitude that it will concretely realize the ecological view in markets modestly accepting the criticism. * professor Tongmuyoung University of Information Technology ** Lecturer Dept. of Business Administration Hannam University However, in general, the distribution is a field treated slightly in this discussion. In treating environmental problem the production and consumption are mainly focused. If we study many marketing-oriented research under way, the research for eco-marketing has been mainly related to industry(Manufacturing Industry) and the environmental management in distribution the eco-marketing has been restricted within partial problems like recycling, natural destruction in selecting location. This general trend in marketing research appears because substantially the distribution relatively less connects with ecological environmental change and environmental problem, or the relationship between environmental destruction and distribution has not been well examined. However, based on the premise that the ecological connection with distribution has been substantially underestimated this report will raise environmental problems in distribution and consider alternative ideas deducing form the visually inestimable fact. In general, the environmental problem is absorbed into the filed of social interest when it shows a physical and substantially recognizable effect like accumulation of waste, polluted river and so on. In the filed of environmental problem, the environmental scandal and the reports of mass media partially accompanying ill feelings can be an element of speeding up the awareness of issues. However the information and spreading problems in which the distribution plays an important role are treated as insignificant elements. So this report will raise the ecological connection with distribution as a purpose of research and will focus on the role of distribution to ecological problem as "gate keeper" in the process of economic act between production and consumption.