绿色消费者的买方特征和广告策略外文翻译.docx
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绿色消费者的买方特征和广告策略外文翻译.docx
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绿色消费者的买方特征和广告策略外文翻译
标题:
BuyerCharacteristicsoftheGreenConsumerandTheirImplicationsforAdvertisingStrategy
原文:
PollsconsistentlyshowthatalargemajorityofU.S.citizensconsiderthemselvestobe"environmentalists"(DonatonandFitzgerald1992;Ottman1992;Schlossberg1991;SchwartzandMiller1991).Moreover,RoperOrganizationpollshaveshownthatthe"greenest"segmentofconsumersnearlydoubledoverthetwoyearperiod1990to1992(RoperOrganization1992,citedinIyer,Banerjee,andGulas1994).Itisthereforenotsurprisingthatmarketershaveattemptedtoexploitconsumers'environmentalconcernbyusingenvironmentalclaimsintheiradvertising.Researchindicatesthatconsumersareconcernedenoughtoconsiderpayingmoreforenvironmentallyfriendlyproducts.Ina1990pollbytheJ.WalterThompsonadvertisingagency,forexample,82%oftherespondentssaidtheywouldpayatleast5%moreforaproductthatwasenvironmentallyfriendly,upfrom49%thepreviousyear(Levin1990).AmorerecentAdvertisingAgepollconductedbyYankelovichClancyShulmanfoundthatfor70%oftherespondents,purchasedecisionswereatleast"sometimes"influencedbyenvironmentalmessagesinadvertisingandproductlabeling(ChaseandSmith1992).
Suchfindingsnotwithstanding,otherevidencesuggeststhatconsumersarenotonlyconfusedaboutenvironmentaladvertisingclaims,butalsodistrustfulofthem.Forexample,inthesameAdvertisingAgepoll,morethanhalfoftherespondentsindicatedtheypaidlessattentiontosuchmessagesbecauseofoverkill,andmostrespondentsreportedthatenvironmentalclaimswerenotparticularlybelievable(ChaseandSmith1992).Inanothersurvey(thethirdannualNationwideEnvironmentalSurveyconductedforthepackagingcompanyGerstman&Meyers),83%oftherespondentsindicatedtheypreferredbuyingenvironmentallysafeproductsand79%reportedtheyconsideredafirm'senvironmentalreputationinpurchasedecisions;however,only15%saidthatenvironmentalclaimswere"extremelyorverybelievable"(Dagnoli1991).Finally,a1990RoperpollshowedthatAmericanstendtothinkcompaniesarenotenvironmentallyresponsibleandthattheydistrustadvertisingandlabelingclaimspertainingtotheenvironment(SchwartzandMiller1991).
Consumerambivalenceaboutenvironmentallyrelatedmarketingandadvertisingpracticesisbutonereasonforgainingathoroughunderstandingofthegreenconsumer.AsEllen,Wiener,andCobb-Walgren(1991)pointout(echoingapreviousassertionbyHenionandWilson1976),identifyingattitudinalandtraitvariablesassociatedwithenvironmentallyfriendlybehaviorisessentialforthedevelopmentofeffective,targetedcommunications.Suchpsychographicinformationinfluencesnotonlytheselectionofthetargetaudience,butalsothenatureofthemessage,howitispresented,andhowitisdelivered.Wethereforeconductedastudytoextendpreviousresearchonthepsychographicprofileofthepro-environmentalconsumer.
Afterreviewingpreviousresearchfindingsrelatedtoenvironmentalissues,wediscussourspecificresearchquestionsanddescribeourstudy.Wethenreportthefindingsanddiscusstheirimplications.
GreenResearch
Theterm"green"istypicallyusedinterchangeablywithpro-environmental."However,becauseofdifferencesindefinitionsoftheenvironment,thetermisnecessarilyimprecise.Weusethetermgreensimplytoindicateconcernwiththephysicalenvironment(air,water,land).Otherauthorshavemadefinerdistinctionsinclassifyingdifferenttypesofgreenness(e.g.,Iyer,Banerjee,andGulas1994),butwepreferthebroadertermforthepurposesofourstudy.Hence,weconsiderthegreenconsumertobeanyonewhosepurchasebehaviorisinfluencedbyenvironmentalconcerns.
Previousresearchongreenmarketingandadvertisinghasbeenverybroadintermsofspecifictopicsaddressed.Eventhelargebodyofresearchonrecyclingofsolidwastes,pollution,andenergyconservationmayhaveabearingonunderstandingtheenvironmentallyconcernedconsumer.However,littleresearchhasspecificallyaddressedissuesrelatedtothegreenconsumer'spurchaseprocess(e.g.,purchasebehavior,communications).
Ourgoalistoprofilethegreenconsumerinamannerthatwillassistinthedevelopmentofadvertisingstrategies.Consequently,wearemoreinterestedinfactorsthatcontributetogreenpurchasebehaviorthaninfactorsrelatedtogenerallevelsofenvironmentalconsciousnessorpost-purchasebehaviorsuchasrecycling(forreviewsofthisliterature,seeShrum,Lowrey,andMcCarty1994;SternandOskamp1987;VanLiereandDunlap1980).Thisdistinctionisimportantandhassupportfrompreviouspollsandstudies.Forexample,marketerscomplainthateventhoughresearchshowstheenvironmenttobeimportanttoconsumers,itsimportancedoesnotseemtotranslateintoachangeinpurchasebehavior(Schlossberg1991).Also,empiricalevidenceshowsthatgeneralenvironmentalattitudesarenotrelatedtoparticularenvironmentalbehaviors(Shrum,Lowrey,andMcCarty1994;SternandOskamp1987).Ourdiscussionofpreviousresearchthereforefocusesonstudiespertainingtogreenbuyingortogreenmessagesdirectedtoconsumers.
Suchgreenresearchcanbecategorizedasconsumer-basedandad-based.Consumer-basedstudiesinvestigatecharacteristicsofconsumersthatdifferentiatebetweenlevelsofenvironmentalconcernorbehavior,whereasad-basedstudiesaddresscomponentsoftheadsthemselvessuchascopyorlayoutelements.Althoughconsumer-basedstudiesaremoreprevalent,afewresearchershaveattemptedtocategorizeandanalyzegreenadvertisements.Forexample,IyerandBanerjee(1993)foundthatgreenadsweremorecommonlyorientedtocorporateimagethantotheproductorservice.Additionally,theemphasisoftheadstendedtobeonenvironmentallyfriendlyproductionandtoalesserdegreeondisposal.Inasimilaranalysis,Iyer,Banerjee,andGulas(1994)examinedgreentelevisionadvertisements.Usingashallow/moderate/deepcodingschemetoclassifythegreennessofanad,theyfoundthatmanufacturers'adswererelativelymoreshallowandlessgreen"thanthoseofnonprofitorganizations.Theyalsofoundthatmanufacturersemphasizedsocialresponsibilityandmanagementcontrol,whereasnonprofitgroupsreliedonemotionalappeals.Carlson,Grove,andKangun(1993)conductedasimilarstudyinwhichtheycategorizedgreenprintads.Theyfoundthatadclaimstendedtobemoreimage-enhancing(i.e.,associatingthecompanywithapositivelyviewedenvironmentalcause)thanprocess-oriented(i.e.,focusingontechnology,production,ordisposal).Additionally,theyfoundmoreinstancesofwhattheyclassifiedasmisleadingordeceptiveclaimsthanofwhattheyclassifiedasacceptable/nonmisleadingclaims.Thelatterfindingsuggeststhatconsumers'distrustofgreenadvertisingclaimsmaybewellfounded.
Consumer-basedstudiesattempttodeterminecharacteristicsofgreenconsumersthatdifferentiatethemfromotherconsumers.Suchstudiestypicallyfocusontraditionaldemographic(age,income,education)andpsychographic(attitudes,values)segmentationvariables.Forexample,arecentpollbyJ.WalterThompsonfoundthatpersonsclassifiedasmostgreentendedtobe"bettereducatedolderfemaleswithhighincomesandliberalorientation[sic],"whereasthoseleastgreentendedtobe"younger,apolitical,lesswell-educatedmales"(Levin1990,p.74).ARoperOrganizationpollconductedforS.C.JohnsonandSonfoundthesamepattern,withthegreenestcategoryhavingahigherproportionofwhitecollarworkers,ahigherproportionofwomen,andahigherlevelofeducation(SchwartzandMiller1991).Incontrast,arelativelylargenumberofstudieshavefoundlittleornorelationshipbetweendemographiccharacteristicsandenvironmentalattitudesandbehaviors.Whenrelationshipshavebeenfound,theytypicallyhavelessexplanatorypowerthanthepsychographicvariables(forreviews,seeSchwepkerandCornwell1991;Shrum,Lowrey,andMcCarty1994).
Severalconsumer-basedstudieshaveinvestigatedpsychologicalcorrelatesofenvironmentalconcernandenvironmentalbehaviors.Theonesexamininggreenpurchaseintentionorbehaviorsuggestthataninternallocusofcontroliscorrelatedpositivelywithintenttopurchaseecologicallypackagedproducts(SchwepkerandCornwell1991).Thatrelationalsoholdsforpost-purchasebehaviorssuchasrecycling(seeShrum,Lowrey,andMcCarty1994).Similarly,Ellen,Wiener,andCobb-Walgren(1991)foundthatperceivedconsumereffectiveness,orthedegreetowhichanindividualcanmakeadifferenceinthequalityoftheenvironment(adomain-specificconstructrelatedtolocusofcontrol),wasrelatedpositivelytointenttopurchaseenvironmentallysafeproducts.
Oneofthefirsttasksindevelopinganadvertisingstrategyistoconstructaprofileofthetargetconsumer,particularlyintermsofbuyerattitudesandbehavior.Suchpsychographicandbehavioralinformationenablesthecreativestaffto"fleshout"theconsumersofaproductandhencespeaktotheminaninformedandconvincingmanner.Theconsumer-basedstudiesdiscussedpreviouslyareastartingpointfordevelopingsuchprofiles.Thepurposeofourstudywastoprovideaclearerpictureofthegreenconsumer,andintheprocesscontributetothedevelopmentofmarketingandadvertisingstrategiesaimedatthatsegment.Wethereforeusedamethodanalogoustosegmentingbyusagelevel.
Forexample,isthegreenerconsumeranopinionleader?
Theanswerhasimplicationsnotonlyforadvertisingstrategy,butalsoforthediffusionofgreenbuyingbehavior.Intermsofbuyingcharacteristics,arethegreenerconsumersmore
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- 关 键 词:
- 绿色 消费者 买方 特征 广告 策略 外文 翻译