幫助'綠色'產(chǎn)品的發(fā)展[外文翻譯]

1、畢業(yè)論文（設(shè)計(jì)）外文翻譯題目：企業(yè)綠色產(chǎn)品的消費(fèi)者行為分析一、外文原文標(biāo)題：Helping‘green’productsgrow原文：Greenisspreadingfasterthanmningglies.ganizationsofalltypesarelaunchinggreencampaigns—fromLondon’scongestiongeonautomobilestoWalMartStes’pushtosellganicfo

2、ods.Inalmosteveryopinionpollonthesubjectconsumerssaytheyareveryconcernedaboutclimatechangetheyconnectthedotsbacktotheirownpurchasesaccdingtoa2007McKinseysurveyof7751peopleinBrazilCanadaChinaFranceGermanyIndiatheUnitedKin

3、gdomtheUnitedStates.Indeedthepollshowsthat87percentofconsumerswryabouttheenvironmentalsocialimpactoftheproductstheybuy.Butwhenitcomestoactuallybuyinggreengoodswdsdeedsoftenpartways.Nomethan33percentoftheconsumersinoursur

4、veysaytheyarereadytobuygreenproductshavealreadydoneso.Ina2007ChainSteAgesurveyof555USconsumersonly25percentofthemrepthavingboughtanygreenproductotherthanganicfoodsenergyefficientlighting.Indeedmostofthegreengoodsonthemar

5、kethavetinymarketshares.In2006greenlaundrydetergentshouseholdcleanersaccountedflessthan2percentofUSsalesintheircategies.ConsumersintheUnitedStatesotherdevelopedcountrieshavetherefedonelittletolightentheircarbonfootprint.

6、Someofthislagbetweentalkingwalkingcouldreflectinsinceritylazinessposturing.Butmuchmeofitstemsfromthefailureofbusinessestoeducateconsumersaboutthebenefitsofgreenproductstocreatemarketcompellingones.A2007ClimateGroupstudyd

7、iscoveredthattwothirdsofUSBritishconsumerscannotnameasinglegreenbr.Similarlythe2007NationalTechnologyReadinessSurveyof1025USadultsfoundthatthoughpricequalityofgoodsvariesacrossregionsacrossproductcategies.Fexample14perce

8、ntofUSconsumerssaytheywouldpayapremiumfgreenproductsintheretailsectcomparedwith26percentinBrazil.SevenpercentofFrenchconsumersarewillingtopayapremiumfgreenproductsinthepetroleumsectcomparedwith26percentinpaniesfirstneedt

9、ofigureoutwhichcustomerswouldprobablywantwhichproductsthenexaminehowpeopleineachmarketsegmentmaketheirpurchasingdecisions.Nomatterwhichbarriersprovemostimptantfagivenproductindustryregionbusinessesmustultimatelyaddressba

10、rriersinallareasbefeconsumerswillchangetheirbehavi.Inotherwdscompanieshavetomovecustomersthrougheverystageofthepurchaseprocess—frombecomingawareofecofriendlyproductstofindingthem.EducateconsumersBecauseconsumersarelargel

11、yunawareofgreenproductsabusinessthatsellsthemmustseeitselffirstasaneducatnotasalesmachine.Ourstudyshowsthatmethanonethirdoftheconsumerswhowanttohelpmitigateclimatechangedon’treallyknowhow.Thetopthreewaysfthemtoreducethei

12、rownemissionsaretodrivemefuelefficientcarsimprovetheinsulationoftheirhomeseatlessbeef(exhibit).Yetwhenweaskedtheconsumersinourstudytonamethetopthreetheyfingeredrecyclingenergyefficientappliancesdrivingless.Fewconsumerskn

13、ewhowecofriendlyitistoshunbeef.It’snoteasybeinggreenThisislackofknowledgemeansthatcompaniesmustexplainnotonlytheirownproductsbutalsothelargerissuesofpollutionclimatechangeoverfishingotherenvironmentalproblems.Nonprofitsg

14、overnmentagenciesshouldalsotakeupthecauseofgreeneducation.EnergyStarprovidesamodel.ThisprogramajointefftlaunchedbytheEPAtheUSDepartmentofEnergyin1992educatesconsumersaboutthewaysuitableproductscancutenergyusesaveconsumer