绿色营销传说神话闹剧还是预言文献翻译.docx

绿色营销传说神话闹剧还是预言文献翻译.docx

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绿色营销传说神话闹剧还是预言文献翻译

毕业论文（设计）外文翻译

标题：

Greenmarketing:

legend,myth,farceorprophesy?

原文：

Theriseandstumbleofgreenmarketing?

Despitesomeattentioninthe1970s,itwasreallyonlyinthelate1980sthattheideaofgreenmarketingemerged.Earlyacademictreatmentsofgreenmarketingspokeoftherapidincreaseingreenconsumerismatthistimeasheraldingadramaticandinevitableshiftinconsumptiontowardsgreenerproducts（Prothero,1990;VandermerweandOliff,1990）.Likeany（relatively）newmarketingphenomena,itwassoonthesubjectofagreatdealofmarketresearch.Muchsurveyevidencefromreputableresearchbodieswascitedasidentifyingheightenedenvironmentalawareness,agrowingconsumerinterestingreenproducts,andapronouncedwillingnesstopayforgreenfeatures（RoperOrganization,1990;Mintel,1991;Worcester,1993）.PracticalevidenceforthiscameintheformofthehighlyeffectiveglobalconsumerboycottofCFC-drivenaerosols,andtheinternationalsuccessofpublicationssuchasTheGreenConsumerGuide（ElkingtonandHailes,1988）.Thereweretwokeyresponsestothis:

onewasaburstofcorporateactivityintheareaofgreenmarketing;theotherwasanupsurgeingreenbusinessresearchandwritingamongstacademics.

Corporateinterestingreenmarketingwasindicatedbyearlymarketresearchfindingssuggestingmajorchangesandinnovations.VandermerweandOliff’s（1990）surveyfoundthat92percentofEuropeanmultinationalsclaimedtohavechangedtheirproductsinresponsetogreenconcerns,and85percentclaimedtohavechangedtheirproductionsystems.GreenproductintroductionsintheUSmorethandoubledto11.4percentofallnewhouseholdproductsbetween1989and1990,andcontinuedtogrowto13.4percentin1991（Ottman,1993）.Similarly,thevolumeofgreenprintadsgrewby430percent,andthatofgreenTVadsby367percent,between1989and1990（Ottman,1993）.StoriesofcompaniessuchastheBodyShop,Ecover,Volvo,3M,andevenMcDonaldsbecameevermorecitedinthegreenbusinessliteraturetoillustratehowandwhygreenmarketinginitiativescouldpay.IyerandBanerjee（1993）respondedtothesedevelopmentsbypronouncingthat“greenisin,noquestionaboutit”andthroughoutthe1990swriterscontinuedtoaverthatthe“greenmarketappearstoberealandgrowing”（MenonandMenon,1997）,and“expandingataremarkablerate”（Schlegelmilchetal.,1996）.

Despitethisoptimisticpicture,bythemid-1990snewmarketresearchevidencebegantoemergewhichwaslessunequivocalaboutthegrowthofgreenconsumerism.Mintel’s（1995）follow-upreportontheenvironmentrecordedonlyaveryslightincreaseingreenconsumerssince1990,andidentifiedasignificantgapbetweenconcernandactualpurchasing–apicturereplicatedinsubsequentmanagementresearch（Wongetal.,1996;Peattie,1999;Crane2000）.Thefrequencyandprominence

ofgreenclaimswasalsofoundtobeindecline（NationalConsumerCouncil,1996）,andgreenproductslookedtohaveachievedonlylimitedsuccess（Wongetal.,1996）.SpecialistbrandssuchasEcoverandDowntoEarthfailedtosustainthegrowththeyenjoyedintheearly1990s,andthespecialistgreenrangesofsomemajorcompaniessuchasLeverBrothersandSainsburyswerediscontinued.Althoughgreenproductgrowthcontinuedstronglyincertainmarkets,suchasfood,tourism,andfinancialservices,acrossthemajorityofmarketstherewasnolongertalkabouttheimpressivegrowthingreenproductintroductions.

So,hasgreenmarketingfailedtochangehowbusinessesbehaveandtomovetheeconomytowardssustainability?

Someoftheresearchevidencecanbeinterpretedeitherway.Criticscanpointtoareductioninadvertisingclaimsasproofofitsdecline,whileothersmightseethisasanimprovementonthelate1980swhenawaveofoftenill-judgedadvertisingcampaignsweremountedbycompaniesinawaythatdrewwidespreadcriticism.Similarly,areductioninspecialistproductscanbeinterpretedasafailure,oritcanreflectthemainstreammarketimprovingitsenvironmentalperformancetothepointthatreducesthedemandforspecialistgreenproducts.Perhapsthemostdamningmarketresearchevidenceinthecaseforthedeclineofgreenmarketingisthealarmingcynicismbeingdisplayedbyconsumersaboutgreenproducts,greenclaims,andthecompaniesbehindthem（Kangunetal.,1991;NationalConsumerCouncil,1996）.Themarketingphilosophyandprocessisbuiltaroundthecustomerandtherelationshipbetweenthecompanyandthecustomer.Ifthisischaracterisedbycynicismanddistrust,thencompaniesareunlikelytobeabletobringcustomersalongwiththemthroughthechangesneededtomovetowardssustainability.Greenmarketingwillnotworkinthefaceofconsumerdistrust,butthenthatdistrustmaybepartlyaproductofthetypesof“greenmarketing