绿色营销：传说，神话，闹剧还是预言[文献翻译].docVIP

毕业论文（设计）外文翻译 标题：Green marketing: legend, myth, farce or prophesy? 原文： The rise and stumble of green marketing? Despite some attention in the 1970s, it was really only in the late 1980s that the idea of green marketing emerged. Early academic treatments of green marketing spoke of the rapid increase in green consumerism at this time as heralding a dramatic and inevitable shift in consumption towards greener products (Prothero, 1990; Vandermerwe and Oliff, 1990). Like any (relatively) new marketing phenomena, it was soon the subject of a great deal of market research. Much survey evidence from reputable research bodies was cited as identifying heightened environmental awareness, a growing consumer interest in green products, and a pronounced willingness to pay for green features (Roper Organization, 1990; Mintel, 1991; Worcester, 1993). Practical evidence for this came in the form of the highly effective global consumer boycott of CFC-driven aerosols, and the international success of publications such as The Green Consumer Guide (Elkington and Hailes, 1988). There were two key responses to this: one was a burst of corporate activity in the area of green marketing; the other was an upsurge in green business research and writing amongst academics. Corporate interest in green marketing was indicated by early market research findings suggesting major changes and innovations. Vandermerwe and Oliff’s (1990) survey found that 92 per cent of European multinationals claimed to have changed their products in response to green concerns, and 85 per cent claimed to have changed their production systems. Green product introductions in the US more than doubled to 11.4 per cent of all new household products between 1989 and 1990, and continued to grow to 13.4 per cent in 1991 (Ottman, 1993). Similarly, the volume of green print ads grew by 430 per cent, and that of green TV ads by 367 per cent, between 1989 and 1990 (Ottman, 1993). Stories of companies such as the Body Sho