自绿色消费和绿色营销兴起以来,绿色品牌的真实性问题就一直困扰着消费者。绿色品牌真实性问题涉及客观真实性和建构真实性。就这两种真实性而言,消费者都处于相对不利的境地。为规范企业的绿色营销行为,保护消费者利益和社会公共利益,促进绿色消费,政府有关部门要完善相关立法,加强市场监管和引导;非政府组织应在绿色品牌评价、监管等方面发挥更大的作用;消费者要提高自身的甄别能力;企业要主动调整,适应新的市场环境。 Since the rise of green consumer and green marketing, the issue of the authenticity of green brands has plagued consumers. Green brand authenticity issues related to objective reality and construct authenticity. For both of these authenticities, consumers are in a relatively disadvantaged position. In order to standardize the enterprise’s green marketing behavior, protect the interests of consumers and public interests, and promote green consumption, relevant government departments should improve related legislation and strengthen market supervision and guidance. Non-governmental organizations should play a bigger role in green brand evaluation and supervision The role of consumers to improve their screening ability; enterprises should take the initiative to adjust to adapt to the new market environment.