帮助′绿色′产品的发展[外文翻译].doc

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’ products grow 原文： Green is spreading faster than morning glories. Organizations of all types are launching green campaigns—from London’s congestion charge on automobiles to Wal-Mart Stores’ push to sell organic foods. In almost every opinion poll on the subject, consumers say they are very concerned about climate change, and they connect the dots back to their own purchases, according to a 2007 McKinsey survey of 7,751 people in Brazil,Canada, China, France, Germany, India, the United Kingdom, and the United States. Indeed, the poll shows that 87 percent of consumers worry about the environmental and social impact of the products they buy. But when it comes to actually buying green goods, words and deeds often part ways. No more than 33 percent of the consumers in our survey say they are ready to buy green products or have already done so. In a 2007 Chain Store Age survey of 555 US consumers, only 25 percent of them report having bought any green product other than organic foods or energy-efficient lighting. Indeed, most of the green goods on the market have tiny market shares. In 2006, green laundry detergents and household cleaners accounted for less than 2 percent of US sales in their categories. Consumers in the United States and other developed countries have therefore done little to lighten their carbon footprint. Some of this lag between talking and walking could reflect insincerity, laziness, or posturing. But much more of it stems from the failure of businesses to educate consumers about the benefits of green products and to create and market compelling ones. A 2007 Climate Group study discovered that two-thirds of US and British consumers cannot name a single green brand. Similarly, the 2007 National Technology Readiness Survey of 1,025 US adults found that though more than two-thirds say they prefer to do business with environmentally responsible companies, almost half