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英文文献：Constructing The Green Consumer: Beyond The Obvious-构建绿色消费者:超越显而易见的
英文文献作者：Caroline Burr
英文文献摘要：
Customers, through their purchases, play a central role in sustainable development. As public concern for the environment increases, opportunities emerge for marketers to produce the green products that consumers desire. However, there is growing skepticism about green claims, and despite many consumers being pro-environmental, most do not translate this into purchases. These factors pose problems for organisations, therefore in order to take advantage of the available opportunities, companies need to understand green consumer behavior in more depth. This paper will critically analyse the conventional literature on green consumption, but will also synthesise the recent research which covers exclusion, conspicuous consumption and cheating. Green purchasing might be different from other types of consumer behaviour due to the underlying motivations, and as such we are beginning to discover more about the experiential and symbolic benefits of green products. Buying green products can be considered as a new form of conspicuous consumption, which denotes the consumer as caring, informed and well- off . In addition, certain green consumption patterns may be used to reinforce symbolic boundaries. For instance, simultaneously including the consumer as green, but also excluding the consumer from the non-green consumption patterns which are said to have contributed to global warming etc. These findings appear to contradict the previous literature which has consistently indicated that values such as universalism and benevolence are positively related to environmentally friendly behaviours, and others such as power, achievement and hedonism are negatively related. It also seems that the ‘greener’ people are, counter-intuitively, the more likely they are to lie and cheat. The “halo of green consumerism” appears to be a licensing effect which allows people to behave less well in other areas of life. This literature review will consider the implications for green marketing, particularly focusing on exclusion, conspicuous consumption and cheating.
消费者通过购买商品，在可持续发展中发挥着核心作用。随着公众对环境关注的增加，市场营销人员有机会生产出消费者渴望的绿色产品。然而，越来越多的人对环保主张持怀疑态度，尽管许多消费者支持环保，但大多数人并没有将其转化为购买。这些因素给组织带来了问题，因此为了利用可用的机会，企业需要更深入地了解绿色消费者的行为。本文将批判性地分析关于绿色消费的传统文献，但也将综合最近的研究，包括排斥、炫耀性消费和欺骗。由于潜在的动机，绿色购买可能不同于其他类型的消费者行为，因此我们开始更多地发现绿色产品在体验和象征意义上的好处。购买绿色产品可以看作是一种新型的炫耀性消费，炫耀性消费是指消费者有爱心、有见识、富有。此外，某些绿色消费模式可以用来加强象征性的界限。例如，同时将消费者包括在绿色消费中，但也将消费者排除在非绿色消费模式之外，这些消费模式被认为导致了全球变暖等等。这些发现似乎与之前的文献相悖。之前的文献一直表明，普世主义和仁慈等价值观与环境友好行为呈正相关，而权力、成就和享乐主义等价值观与环境友好行为呈正相关。与我们的直觉相反，“环保”的人似乎更容易说谎和欺骗。“绿色消费主义的光环”似乎是一种许可效应，让人们在生活的其他领域表现得不太好。这篇文献综述将考虑对绿色营销的影响，特别是关注排斥，炫耀性消费和欺骗。
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