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.Earlyacademictreatmentsofgreenmarketingspokeoftherapidincreaseingreenconsumerismatthistimeasheraldingadramati

2、candinevitableshiftinconsumptiontowardsgreenerproducts(Prothero,1990;VandermerweandOliff,1990).Likeany(relatively)newmarketingphenomena,itwassoonthesubjectofagreatdealofmarketresearch.Muchsurveyevidencefromreputableresearchbodieswascitedasidentifyingheightenedenvironmentalawareness,agrowingconsumer

3、interestingreenproducts,andapronouncedwillingnesstopayforgreenfeatures(RoperOrganization,1990;Mintel,1991;Worcester,1993).PracticalevidenceforthiscameintheformofthehighlyeffectiveglobalconsumerboycottofCFC-drivenaerosols,andtheinternationalsuccessofpublicationssuchasTheGreenConsumerGuide(Elkingtona

4、ndHailes,1988).Thereweretwokeyresponsestothis:onewasaburstofcorporateactivityintheareaofgreenmarketing;theotherwasanupsurgeingreenbusinessresearchandwritingamongstacademics.Corporateinterestingreenmarketingwasindicatedbyearlymarketresearchfindingssuggestingmajorchangesandinnovations.VandermerweandO

5、liff’s(1990)surveyfoundthat92percentofEuropeanmultinationalsclaimedtohavechangedtheirproductsinresponsetogreenconcerns,and85percentclaimedtohavechangedtheirproductionsystems.GreenproductintroductionsintheUSmorethandoubledto11.4percentofallnewhouseholdproductsbetween1989and1990,andcontinuedtogrowto1

6、3.4percentin1991(Ottman,1993).Similarly,thevolumeofgreenprintadsgrewby430percent,andthatofgreenTVadsby367percent,between1989and1990(Ottman,1993).StoriesofcompaniessuchastheBodyShop,Ecover,Volvo,3M,andevenMcDonaldsbecameevermorecitedinthegreenbusinessliteraturetoillustratehowandwhygreenmarketinginit

7、iativescouldpay.IyerandBanerjee(1993)respondedtothesedevelopmentsbypronouncingthat“greenisin,noquestionaboutit”andthroughoutthe1990swriterscontinuedtoaverthatthe“greenmarketappearstoberealandgrowing”(Menona