环境细分方案：在新的千年看绿色消费行为.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：Environmental segmentation alternatives: a look at green consumer behavior in the new millennium 原文：Demographic characteristicsA number of past studies have made attempts to identify demographic variables that correlate with ecologically conscious attitudes and/or consumption. Such variables, if significant, offer easy and efficient ways for marketers to segment the market and capitalize on green attitudes and behavior.Age. Going back to the early studies of ecology and green marketing, age has been explored by a number of researchers (e.g. Aaker and Bagozzi, 1982; Anderson and Cunningham, 1972; Anderson et al., 1974; Hume et al., 1989; Kinnear et al., 1974; Leonard-Barton, 1981; McEvoy, 1972; Murphy et al.,1978; Roberts, 1995; 1996b; Roberts and Bacon, 1997; Roper, 1990; 1992; Samdahl and Robertson, 1989; Tognacci et al., 1972; Van Liere and Dunlap,1981; Zimmer et al., 1994). The general belief is that younger individuals are likely to be more sensitive to environmental issues. There are a number of theories offered in support of this belief, but the most common argument is that those who have grown up in a time period in which environmental concerns have been a salient issue at some level, are more likely to besensitive to these issues.As with many of the demographic variables, however, the findings have been somewhat equivocal. Some of the researchers to explore age as a correlate to green attitudes and behavior have found non-significant relationships (e.g. Kinnear et al., 1974; McEvoy, 1972; Roper, 1990; 1992). Others have found the relationship to be significant and negatively correlated with environmental sensitivity and/or behavior as predicted (e.g. Anderson et al., 1974; Tognacci et al., 1972; Van Liere and Dunlap, 1981; Zimmer et al.,1994). Still others have found the relationship to be significant, but positively correlated (e.g. Roberts, 1996b; Samdahl and Robertson, 1989).Explanations for this positive correlation include attitudes formed as a result of ``depression-era'' conservation (Roberts, 1996b; Samdahl and Robertson,1989) and/or behaviors stemming from a general increase in social and charitable activities among the middle aged (Dychtwald and Gable, 1990;Roberts, 1996b).Sex. A second demographic variable to be examined is sex (e.g. Arbuthnot,1977; Brooker, 1976; Hounshell and Liggett, 1973; MacDonald and Hara,1994; McEvoy, 1972; Roberts, 1995; 1996b; Roberts and Bacon, 1997;Roper, 1990; 1992; Samdahl and Robertson, 1989; Stern et al.,1993;Tognacci et al.,1972; Van Liere and Dunlap, 1981). The development of unique sex roles, skills, and attitudes has led most researchers to argue that women are more likely than men to hold attitudes consistent with the green movement. Theoretical justification for this comes from Eagly (1987), who holds that women will, as a result of social development and sex role differences, more carefully consider the impact of their actions on others.As is the case with age-based green research, the results of gender-based investigations are still far from conclusive. Several studies have found the relationship not to be significant (e.g. Arbuthnot, 1977; Brooker, 1976; Samdahl and Robertson, 1989; Tognacci et al., 1972). Others have found support for the theoretical justification given (e.g. Hounshell and Liggett, 1973; Roberts, 1996b; Roper, 1990; 1992; Stern et al., 1993; Van Liere and Dunlap, 1981). Still others have found the opposite of the predicted relationship (e.g. MacDonald and Hara, 1994; McEvoy, 1972).Income. Income is generally thought to be positively related to environmental sensitivity. The most common justification for this belief is that individuals can, at higher income levels, bear the marginal increase in costs associated with supporting green causes and favoring green product offerings. Numerous studies have addressed the role of income as a predictor of ECCB or a related construct (e.g. Anderson and Cunningham, 1972; Anderson et al.,1974; Antil, 1978; Kasarjian, 1971; Kinnear et al.,1974; McEvoy, 1972; Newell and Green, 1997; Roberts, 1995; 1996b; Roberts andBacon, 1997; Roper, 1990; 1992; Samdahl and Robertson, 1989; Van Liere and Dunlap, 1981; Zimmer et al., 1994).One of the more interesting hypotheses involving income stems from a study conducted by Newell and Green (1997). They contend that income and education moderate the effect that race plays on shaping environmental concern. Specifically, they found that differences between the perceptions of black and white consumers with respect to environmental issues decrease as both income and education go up. Other studies have shown a nonsignificant direct effect of income on environmental awareness (e.g.Anderson et al.,1974; Antil, 1978; Kassarjian, 1971; Van Liere and Dunlap,1981). Several studies have shown the previously mentioned positive relationship between income and environmental attitudes and behaviors (e.g. Kinnea。