綠色消費者的買方特征和廣告策略【外文翻譯】

1、標題：BuyeracteristicsoftheGreenConsumerTheirImplicationsfAdvertisingStrategy原文：PollsconsistentlyshowthatalargemajityofU.S.citizensconsiderthemselvestobe“environmentalists“(DonatonFitzgerald1992Ottman1992Schlossberg1991Schw

2、artzMiller1991).MeoverRoperganizationpollshaveshownthatthe“greenest“segmentofconsumersnearlydoubledoverthetwoyearperiod1990to1992(Roperganization1992citedinIyerBanerjeeGulas1994).Itistherefenotsurprisingthatmarketershave

3、attemptedtoexploitconsumersenvironmentalconcernbyusingenvironmentalclaimsintheiradvertising.Researchindicatesthatconsumersareconcernedenoughtoconsiderpayingmefenvironmentallyfriendlyproducts.Ina1990pollbytheJ.WalterThomp

4、sonadvertisingagencyfexample82%oftherespondentssaidtheywouldpayatleast5%mefaproductthatwasenvironmentallyfriendlyupfrom49%thepreviousyear(Levin1990).AmerecentAdvertisingAgepollconductedbyYankelovichClancyShulmanfoundthat

5、f70%oftherespondentspurchasedecisionswereatleast“sometimes“influencedbyenvironmentalmessagesinadvertisingproductlabeling(ChaseSmith1992).Suchfindingsnotwithstingotherevidencesuggeststhatconsumersarenotonlyconfusedabouten

6、vironmentaladvertisingclaimsbutalsodistrustfulofthem.FexampleinthesameAdvertisingAgepollmethanhalfoftherespondentsindicatedtheypaidlessattentiontosuchmessagesbecauseofoverkillmostrespondentsreptedthatenvironmentalclaimsw

7、erenotparticularlybelievable(ChaseSmith1992).Inanothersurvey(thethirdannualNationwideEnvironmentalSurveyconductedfthepackagingcompanyGerstmanhoweveronly15%saidthatenvironmentalclaimswere“extremelyverybelievable“(Dagnoli1

8、991).Finallya1990RoperpollshowedthatAmericanstendtoOurgoalistoprofilethegreenconsumerinamannerthatwillassistinthedevelopmentofadvertisingstrategies.Consequentlywearemeinterestedinfactsthatcontributetogreenpurchasebehavit

9、haninfactsrelatedtogenerallevelsofenvironmentalconsciousnesspostpurchasebehavisuchasrecycling(freviewsofthisliteratureseeShrumLowreyMcCarty1994SternOskamp1987VanLiereDunlap1980).Thisdistinctionisimptanthassupptfromprevio

10、uspollsstudies.Fexamplemarketerscomplainthateventhoughresearchshowstheenvironmenttobeimptanttoconsumersitsimptancedoesnotseemtotranslateintoachangeinpurchasebehavi(Schlossberg1991).Alsoempiricalevidenceshowsthatgeneralen

11、vironmentalattitudesarenotrelatedtoparticularenvironmentalbehavis(ShrumLowreyMcCarty1994SternOskamp1987).Ourdiscussionofpreviousresearchtherefefocusesonstudiespertainingtogreenbuyingtogreenmessagesdirectedtoconsumers.Suc

12、hgreenresearchcanbecategizedasconsumerbasedadbased.Consumerbasedstudiesinvestigateacteristicsofconsumersthatdifferentiatebetweenlevelsofenvironmentalconcernbehaviwhereasadbasedstudiesaddresscomponentsoftheadsthemselvessu

13、chascopylayoutelements.Althoughconsumerbasedstudiesaremeprevalentafewresearchershaveattemptedtocategizeanalyzegreenadvertisements.FexampleIyerBanerjee(1993)foundthatgreenadsweremecommonlyientedtocpateimagethantotheproduc

14、tservice.Additionallytheemphasisoftheadstendedtobeonenvironmentallyfriendlyproductiontoalesserdegreeondisposal.InasimilaranalysisIyerBanerjeeGulas(1994)examinedgreentelevisionadvertisements.Usingashallowmoderatedeepcodin

15、gschemetoclassifythegreennessofanadtheyfoundthatmanufacturersadswererelativelymeshallowlessgreen“thanthoseofnonprofitganizations.Theyalsofoundthatmanufacturersemphasizedsocialresponsibilitymanagementcontrolwhereasnonprof