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1、毕业论文(设计)外文翻译题 目: 企业绿色产品的消费者行为分析 一、外文原文标题:Helping‘green’productsgrow原文:Greenisspreadingfasterthanmorningglories.Organizationsofalltypesarelaunchinggreencampaigns—fromLondon’scongestionchargeonautomobilestoWal-MartStores’pushtosellorganicfoods.Inalmosteveryopinionpollo
2、nthesubject,consumerssaytheyareveryconcernedaboutclimatechange,andtheyconnectthedotsbacktotheirownpurchases,accordingtoa2007McKinseysurveyof7,751peopleinBrazil,Canada,China,France,Germany,India,theUnitedKingdom,andtheUnitedStates.Indeed,thepollshowsthat87percentofconsumersworryabouttheenvir
3、onmentalandsocialimpactoftheproductstheybuy.Butwhenitcomestoactuallybuyinggreengoods,wordsanddeedsoftenpartways.Nomorethan33percentoftheconsumersinoursurveysaytheyarereadytobuygreenproductsorhavealreadydoneso.Ina2007ChainStoreAgesurveyof555USconsumers,only25percentofthemreporthavingboughtan
4、ygreenproductotherthanorganicfoodsorenergy-efficientlighting.Indeed,mostofthegreengoodsonthemarkethavetinymarketshares.In2006,greenlaundrydetergentsandhouseholdcleanersaccountedforlessthan2percentofUSsalesintheircategories.ConsumersintheUnitedStatesandotherdevelopedcountrieshavethereforedon
5、elittletolightentheircarbonfootprint.Someofthislagbetweentalkingandwalkingcouldreflectinsincerity,laziness,orposturing.Butmuchmoreofitstemsfromthefailureofbusinessestoeducateconsumersaboutthebenefitsofgreenproductsandtocreateandmarketcompellingones.A2007ClimateGroupstudydiscoveredthattwo-th
6、irdsofUSandBritishconsumerscannotnameasinglegreenbrand.Similarly,the2007NationalTechnologyReadinessSurveyof1,025USadultsfoundthatthoughmorethantwo-thirdssaytheyprefertodobusinesswithenvironmentallyresponsiblecompanies,almosthalfaddthatitisdifficulttofindgreengoodsandservices.Corporationscan
7、reapanumberofbenefitsbygoinggreen.Considerthesuccessofcompactfluorescentlightbulbs(CFLs),forexample.In2005,salesofCFLsaccountedforlessthan5percentofthetotallightbulbmarket.Onlytwoyearslater—in2007,theyearthepublicwokeuptotheloomingthreatofclimatechange—t