绿色营销相关介绍-外文翻译

外文翻译原文Title：AnIntroductionToGreenMarketingMaterialSource：/uc/item/49n325b7;jsessionid=9D45610378A2F46245B2BB41CA10F06A#1Author：MichaelJayAlthoughenvironmentalissuesinfluenceallhumanactivities,fewacademicdisciplineshaveintegratedgreenissuesintotheirliterature.Thisisespeciallytrueofmarketing.Associetybecomesmoreconcernedwiththenaturalenvironment,businesseshavebeguntomodifytheirbehaviorinanattempttoaddresssociety's"new"concerns.Somebusinesseshavebeenquicktoacceptconceptslikeenvironmentalmanagementsystemsandwasteminimization,andhaveintegratedenvironmentalissuesintoallorganizationalactivities.Someevidenceofthisisthedevelopmentofjournalssuchas"BusinessStrategyandtheEnvironment"and"GreenerManagementInternational,"whicharespecificallydesignedtodisseminateresearchrelatingtobusiness'environmentalbehavior.Onebusinessareawhereenvironmentalissueshavereceivedagreatdealofdiscussioninthepopularandprofessionalpressismarketing.Termslike"GreenMarketing"and"EnvironmentalMarketing"appearfrequentlyinthepopularpress.Manygovernmentsaroundtheworldhavebecomesoconcernedaboutgreenmarketingactivitiesthattheyhaveattemptedtoregulatethem(Polonsky,1994a).Forexample,intheUnitedStates(US)theFederalTradeCommissionandtheNationalAssociationofAttorneys-Generalhavedevelopedextensivedocumentsexamininggreenmarketingissues(FTC,1991;NAAG,1990).Oneofthebiggestproblemswiththegreenmarketingareaisthattherehasbeenlittleattempttoacademicallyexamineenvironmentalorgreenmarketing.Whilesomeliteraturedoesexist(Carlson,GroveandKangun,1993;Davis,1992;Davis,1993),itcomesfromdivergentperspectives.Thispaperwillattempt1)tointroducethetermsandconceptsofgreenmarketing;2)brieflydiscusswhygoinggreenisimportant;3)examinesomeofthereasonthatorganizationsareadoptingagreenmarketingphilosophy;and4)mentionsomeoftheproblemswithgreenmarketing.Unfortunately,amajorityofpeoplebelievethatgreenmarketingreferssolelytothepromotionoradvertisingofproductswithenvironmentalcharacteristics.TermslikePhosphateFree,Recyclable,Refillable,OzoneFriendly,andEnvironmentallyFriendlyaresomeofthethingsconsumersmostoftenassociatewithgreenmarketing.Whilethesetermsaregreenmarketingclaims,ingeneralgreenmarketingisamuchbroaderconcept,onethatcanbeappliedtoconsumergoods,industrialgoodsandevenservices.Forexample,aroundtheworldthereareresortsthatarebeginningtopromotethemselvesas"ecotourist"facilities,i.e.,facilitiesthat"specialize"inexperiencingnatureoroperatinginafashionthatminimizestheirenvironmentalimpact(May,1991;IngramandDurst,1989;Troumbis,1991).Thusgreenmarketingincorporatesabroadrangeofactivities,includingproductmodification,changestotheproductionprocess,packagingchanges,aswellasmodifyingadvertising.Yetdefininggreenmarketingisnotasimpletask.Indeedtheterminologyusedinthisareahasvaried,itincludes:GreenMarketing,EnvironmentalMarketingandEcologicalMarketing.Whilegreenmarketingcameintoprominenceinthelate1980sandearly1990s,itwasfirstdiscussedmuchearlier.TheAmericanMarketingAssociation(AMA)heldPolonsky:AnIntroductionToGreenMarketingthefirstworkshopon"EcologicalMarketing"in1975.Theproceedingsofthisworkshopresultedinoneofthefirstbooksongreenmarketingentitled"EcologicalMarketing"(HenionandKinnear,1976a).Sincethattimeanumberofotherbooksonthetopichavebeenpublished(Charter,1992;Coddington,1993;Ottman,1993).TheAMAworkshopattemptedtobringtogetheracademics,practitioners,andpublicpolicymakerstoexaminemarketing'simpactonthenaturalenvironment.Atthisworkshopecologicalmarketingwasdefinedas:Thestudyofthepositiveandnegativeaspectsofmarketingactivitiesonpollution,energydepletionandnonenergyresourcedepletion(HenionandKinnear,1976b).Thisearlydefinitionhasthreekeycomponents,1)itisasubsetoftheoverallmarketingactivity;2)itexaminesboththepositiveandnegativeactivities;and3)anarrowrangeofenvironmentalissuesareexamined.Whilethisdefinitionisausefulstartingpoint,tobecomprehensivegreenmarketingneedstobemorebroadlydefined.Beforeprovidinganalternativedefinitionitshouldbenotedthatnoonedefinitionorterminologyhasbeenuniversallyaccepted.Thislackofconsistencyisalargepartoftheproblem,forhowanissuecanbeevaluatedifallresearchershaveadifferentperceptionofwhattheyareresearching.Thefollowingdefinitionismuchbroaderthanthoseofotherresearchersanditencompassesallmajorcomponentsofotherdefinitions.MydefinitionisGreenorEnvironmentalMarketingconsistsofallactivitiesdesignedtogenerateandfacilitateanyexchangesintendedtosatisfyhumanneedsorwants,suchthatthesatisfactionoftheseneedsandwantsoccurs,withminimaldetrimentalimpactonthenaturalenvironment(Polonsky,1994b).Thisdefinitionincorporatesmuchofthetraditionalcomponentsofthemarketingdefinition,thatis"Allactivitiesdesignedtogenerateandfacilitateanyexchangesintendedtosatisfyhumanneedsorwants"(StantonandFutrell,1987).Thereforeitensuresthattheinterestsoftheorganizationandallitsconsumersareprotected,asvoluntaryexchangewillnottakeplaceunlessboththebuyerandsellermutuallybenefit.Theabovedefinitionalsoincludestheprotectionofthenaturalenvironment,byattemptingtominimizethedetrimentalimpactthisexchangehasontheenvironment.Thissecondpointisimportant,forhumanconsumptionbyitsverynatureisdestructivetothenaturalenvironment.(Tobeaccurateproductsmakinggreenclaimsshouldstatetheyare"lessenvironmentallyharmful"ratherthan"EnvironmentallyFriendly.")Thusgreenmarketingshouldlookatminimizingenvironmentalharm,notnecessarilyeliminatingit.ThequestionofwhygreenmarketinghasincreasedinimportanceisquitesimpleandreliesonthebasicdefinitionofEconomics:Economicsisthestudyofhowpeopleusetheirlimitedresourcestotrytosatisfyunlimitedwants(McTaggart,FindlayandParkin,1992)..Thusmankindhaslimitedresourcesontheearth,withwhichshe/hemustattempttoprovidefortheworlds'unlimitedwants.(Thereisextensivedebateastowhethertheearthisaresourceatman'sdisposal,forexample,seeGore1993.)Whilethequestionofwhetherthesewantsarereasonableorachievableisimportant,thisissuewillnotbeaddressedinthispaper.Inmarketsocietieswherethereis"freedomofchoice",ithasgenerallybeenacceptedthatindividualsandorganizationshavetherighttoattempttohavetheirwantssatisfied.Asfirmsfacelimitednaturalresources,theymustdevelopneworalternativewaysofsatisfyingtheseunlimitedwants.Ultimatelygreenmarketinglooksathowmarketingactivitiesutilizetheselimitedresources,whilesatisfyingconsumerswants,bothofindividualsandindustry,aswellasachievingthesellingorganization'sobjectives.WhenlookingthroughtheliteraturethereareseveralsuggestedreasonsforfirmsincreaseduseofGreenMarketing.Fivepossiblereasonscitedare:Organizationsperceiveenvironmentalmarketingtobeanopportunitythatcanbeusedtoachieveitsobjectives(Keller,1987;Shearer,1990);Organizationsbelievetheyhaveamoralobligationtobemoresociallyresponsible(Davis,1992;FreemanandLiedtka,1991;Keller,1987;McIntosh,1990;Shearer,1990);Governmentalbodiesareforcingfirmstobecomemoreresponsible(NAAG,1990);Competitors'environmentalactivitiespressurefirmstochangetheirenvironmentalmarketingactivities(NAAG,1990);Costfactorsassociatedwithwastedisposal,orreductionsinmaterialusageforcesfirmstomodifytheirbehavior(AzzoneandManzini,1994).Itappearsthatalltypesofconsumers,bothindividualandindustrialarebecomingmoreconcernedandawareaboutthenaturalenvironment.Ina1992studyof16countries,morethan50%ofconsumersineachcountry,otherthanSingapore,indicatedtheywereconcernedabouttheenvironment(Ottman,1993).A1994studyinAustraliafoundthat84.6%ofthesamplebelievedallindividualshadaresponsibilitytocarefortheenvironment.Afurther80%ofthissampleindicatedthattheyhadmodifiedtheirbehavior,includingtheirpurchasingbehavior,duetoenvironmentalreasons(EPA-NSW,1994).Asdemandschange,manyfirmsseethesechangesasanopportunitytobeexploited.Giventhesefigures,itcanbeassumedthatfirmsmarketinggoodswithenvironmentalcharacteristicswillhaveacompetitiveadvantageoverfirmsmarketingnon-environmentallyresponsiblealternatives.Therearenumerousexamplesoffirmswhohavestrivedtobecomemoreenvironmentallyresponsible,inanattempttobettersatisfytheirconsumerneeds.Thisisnottoimplythatallfirmswhohaveundertakenenvironmentalmarketingactivitiesactuallyimprovetheirbehavior.Insomecasesfirmshavemisledconsumersinanattempttogainmarketshare.Inothercasesfirmshavejumpedonthegreenbandwagonwithoutconsideringtheaccuracyoftheirbehavior,theirclaims,ortheeffectivenessoftheirproducts.Thislackofconsiderationofthetrue"greenness"ofactivitiesmayresultinfirmsmakingfalseormisleadinggreenmarketingclaims.Oneofthemorerecentpublicizedenvironmentalregulationsundertakenbygovernmentshasbeentheestablishmentofguidelinesdesignedto"control"greenmarketingclaims(Polonsky,1994a).TheseregulationsincludetheAustralianTradePracticesCommission's(TPC)"EnvironmentalClaimsinMarketing-AGuideline(TPC,1992),theUSFederalTradeCommission's(FTC)"GuidesfortheUseofEnvironmentalMarketingClaims"(FTC,1991)andtheregulationssuggestedbytheNationalAssociationofAttorneys-General(NAAG,1990).Theseregulationsarealldesignedtoensureconsumershavetheappropriateinformationwhichwouldenablethemtoevaluatefirm'senvironmentalclaims.InadditiontotheseguidelinesmanyStatesintheUShaveintroducedlegislationtocontrolvariousenvironmentalmarketingactivities(KangunandPolonsky,1994).InmostcasestheseStatelawsaremorestringentthantheFTC'sguidelines.TodatethemajorityofprosecutionsoffirmsusingmisleadinggreenmarketinghasoccurredinStateratherthanFederalcourts.外文文献译文标题：绿色营销相关介绍资料来源：/uc/item/49n325b7;jsessionid=9D45610378A2F46245B2BB41CA10F06A#1作者：MichaelJay虽然一些学科已将绿色问题纳入了他们的研究中，但环境问题对人类的绝大部分活动仍存在影响，这在市场营销中表象的尤为明显。随着社会对自然环境的关注越来越高，企业已着手开始修改他们有害自然环境的行为，试图解决社会的“新”的关注。一些企业也已迅速接受这样的环境管理制度和废物减量化的概念，并已把环境问题纳入组织的所有活动。一些这方面的证据有“经营策略与环境”期刊的发展和“绿色管理国际”，这都是专门设计以用来传播研究有关企业的环境行为的。市场营销业务领域中，环境问题已经得到了来自流行和专业媒体的大量关注，像“绿色营销”和“环保营销”等条款经常出现在大众媒体中。世界各地的许多政府已经变得非常关心绿色营销活动，他们曾试图去规范(Polonsky,1994a)与此有关的活动。如在美国(US)的联邦贸易委员会和总检察长协会已经建立了广泛的有关绿色营销问题研究的文件(FTC,1991,NAAG,1990)。绿色营销领域中存在的最大问题之一是，虽然来自不同的观点显示有些文献是存在的，但在学术上很少有试图审查环境或绿色营销取得成绩的相关文件的存在(Carlson,GroveandKangun,1993;Davis,1992;Davis,1993)。本文将尝试论述：1)绿色营销的条款和概念；2)讨论一下绿色营销的重要性；3)调查各组织正在采取一些绿色营销理念的原因；4)有关绿色营销存在的一些问题。不幸的是，大多数人认为，绿色营销仅仅是指针对环境特色的产品的宣传，如磷酸免费，可回收，可补充。臭氧友好和环境友好是消费者最经常与绿色营销联合起来的一些事情。尽管这些条款是绿色营销的一般要求，但绿色营销其实是一个更为广泛的概念，一个可应用于消费品，工业品，甚至服务的概念。例如，世界各地有度假村，开始推广“生态旅游”设施，即尽量减少对环境的影响，设施“专业化"在经历着一种时尚(May,1991;IngramandDurst,1989;Troumbis,1991)。也因如此，绿色营销包含了广泛的活动，包括产品修改，对生产过程的变化，包装的变化范围，以及修改广告。然而，绿色营销的定义不是一个简单的任务。事实上，在这方面使用的术语不同，它包括：绿色营销，环境营销与生态营销。而在80年代末和90年代初的绿色营销最为突出，这比第一次讨论要早得多。美国市场营销协会(AMA)在波隆斯基于1975年举行：通向绿色营销引进“生态营销”的第一次研讨会。本次研讨会的行动促使了题为“生态营销”(HenionandKinnear,1976a)的有关绿色营销的第一批书籍之一的出世。自那时以来，一个关于该专题的其他书籍也相继出版(Charter,1992;Coddington,1993;Ottman,1993)。AMA举办的研讨会试图召集学者，从业者和公共决策者，共同研究营销对自然环境的影响。这次研讨会将生态营销定义为：对污染，能源枯竭和非能源资源枯竭的营销活动的积极和消极方面的研究(HenionandKinnear,1976b)。这种早期的定义有三个重要组成部分：1)它是一个整体的营销活动的一个子集；2)是有关检查和消极两方面的活动；3)是对环境问题的狭窄范围内的审查。虽然这个定义是一个有用的出发点，但是全面的绿色营销需要更加广泛的定义。在提供一种替代的定义时，应该注意到，没有一个定义或术语已被普遍接受。这种一致性的缺乏只是一个很大的问题中的一部分，如果所有的研究人员对他们正在研究的产生不同的看法，该如何能对问题进行评估。下面的定义是更广的，它包含其他定义的所有主要组件。定义的内容是：绿色或环保营销包括旨在创造和促进旨在满足人类需求的任何交易或希望的一系列活动，这些满意的需求和愿望的达成，要求对自然环境造成不利影响达到最少化(Polonsky,1994b)。这个定义还包含了许多传统营销定义的内容，即是“旨在创造和促进旨在满足人的需要或者想要任何交易所做的一切活动(StantonandFutrell,1987)。”因此，确保该组织及其所有消费者的利益得到保护，不会采取自愿交换，除非买方和卖方存在共同受益的地方。上面的定义还包括了自然环境的保护，通过尝试，以尽量减少这种交换对环境产生的不利影响。这第二点是很重要的，其本质是减少人类消费对自然环境的破坏。(待制定的环保标签，应说明他们是“对环境有较少危害的”，而不是绝对的“环保”产品。)因此，绿色营销应该尽量减少对环境的损害的，不一定是消除它。之所以说绿色营销的重要性在增加，原因很简单，是对经济学的基本定义的依赖：经济学是研究人们如何利用有限的资源，尽量满足无穷欲望的研究。(McTaggart,FindlayandParkin,1992)因人类在地球上的资源有限，而她或他必须努力为世界'