绿色营销的简介[外文翻译]

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1、标题：AnIntroductionToGreenMarketingWHYISGREENMARKETINGIMPORTANTThequestionofwhygreenmarketinghasincreasedinimportanceisquitesimpleandreliesonthebasicdefinitionofEconomics:Economicsisthestudyofhowpeopleusetheirlimitedresourcestotrytosatisfyunlimitedwants.[McTaggart,FindlayandParkin1992,24]

2、Thusmankindhaslimitedresourcesontheearth,withwhichshe/hemustattempttoprovidefortheworlds'unlimitedwants.(Thereisextensivedebateastowhethertheearthisaresourceatman'sdisposal,forexample,seeGore1993.)Whilethequestionofwhetherthesewantsarereasonableorachievableisimportant,thisissuewillnotbe

3、addressedinthispaper.Inmarketsocietieswherethereis"freedomofchoice",ithasgenerallybeenacceptedthatindividualsandorganizationshavetherighttoattempttohavetheirwantssatisfied.Asfirmsfacelimitednaturalresources,theymustdevelopneworalternativewaysofsatisfyingtheseunlimitedwants.Ultimatelygre

4、enmarketinglooksathowmarketingactivitiesutilizetheselimitedresources,whilesatisfyingconsumerswants,bothofindividualsandindustry,aswellasachievingthesellingorganization'sobjectives.WHYAREFIRMSUSINGGREENMARKETING?Whenlookingthroughtheliteraturethereareseveralsuggestedreasonsforfirmsincrea

5、seduseofGreenMarketing.Fivepossiblereasonscitedare:1.Organizationsperceiveenvironmentalmarketingtobeanopportunitythatcanbeusedtoachieveitsobjectives[Keller1987,Shearer1990];2.Organizationsbelievetheyhaveamoralobligationtobemoresociallyresponsible[Davis1992,FreemanandLiedtka1991,Keller19

6、87,McIntosh1990,Shearer1990];3.Governmentalbodiesareforcingfirmstobecomemoreresponsible[NAAG1990];4.Competitors'environmentalactivitiespressurefirmstochangetheirenvironmentalmarketingactivities[NAAG1990];and5.Costfactorsassociatedwithwastedisposal,orreductionsinmaterialusageforcesfirmst

7、omodifytheirbehavior[AzzoneandManzini1994].OPPORTUNITIESItappearsthatalltypesofconsumers,bothindividualandindustrialarebecomingmoreconcernedandawareaboutthenaturalenvironment.Ina1992studyof16countries,morethan50%ofconsumersineachcountry,otherthanSingapore,indicatedtheywereconce