绿色营销：传说，神话，闹剧还是预言[文献翻译]

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1、毕业论文（设计）外文翻译标题：Greenmarketing:legend,myth,farceorprophesy?原文：Theriseandstumbleofgreenmarketing?Despitesomeattentioninthe1970s,itwasreallyonlyinthelate1980sthattheideaofgreenmarketingemerged.Earlyacademictreatmentsofgreenmarketingspokeoftherapidincreaseingreenconsumeris

2、matthistimeasheraldingadramaticandinevitableshiftinconsumptiontowardsgreenerproducts(Prothero,1990;VandermerweandOliff,1990).Likeany(relatively)newmarketingphenomena,itwassoonthesubjectofagreatdealofmarketresearch.Muchsurveyevidencefromreputableresearchbodieswascitedas

3、identifyingheightenedenvironmentalawareness,agrowingconsumerinterestingreenproducts,andapronouncedwillingnesstopayforgreenfeatures(RoperOrganization,1990;Mintel,1991;Worcester,1993).PracticalevidenceforthiscameintheformofthehighlyeffectiveglobalconsumerboycottofCFC-dri

4、venaerosols,andtheinternationalsuccessofpublicationssuchasTheGreenConsumerGuide(ElkingtonandHailes,1988).Thereweretwokeyresponsestothis:onewasaburstofcorporateactivityintheareaofgreenmarketing;theotherwasanupsurgeingreenbusinessresearchandwritingamongstacademics.Corpor

5、ateinterestingreenmarketingwasindicatedbyearlymarketresearchfindingssuggestingmajorchangesandinnovations.VandermerweandOliff’s(1990)surveyfoundthat92percentofEuropeanmultinationalsclaimedtohavechangedtheirproductsinresponsetogreenconcerns,and85percentclaimedtohavechang

6、edtheirproductionsystems.GreenproductintroductionsintheUSmorethandoubledto11.4percentofallnewhouseholdproductsbetween1989and1990,andcontinuedtogrowto13.4percentin1991(Ottman,1993).Similarly,thevolumeofgreenprintadsgrewby430percent,andthatofgreenTVadsby367percent,betwee

7、n1989and1990(Ottman,1993).StoriesofcompaniessuchastheBodyShop,Ecover,Volvo,3M,andevenMcDonaldsbecameevermorecitedinthegreenbusinessliteraturetoillustratehowandwhygreenmarketinginitiativescouldpay.IyerandBanerjee(1993)respondedtothesedevelopmentsbypronouncingthat“greeni

8、sin,noquestionaboutit”andthroughoutthe1990swriterscontinuedtoaverthatthe“greenmarketappearstoberealandgrowing”(Menona