統測
113年
[外語群英語類] 專業科目(2)
第 18 題
📖 題組：
Green marketing is motivated by environmental concerns and the requirement to use sustainable marketing techniques. It started in the 1970s but became popular in the late 1980s. Its objective was to promote environmentally friendly products that were in line with consumer preferences for the purpose of dealing with environmental concerns. During that time in the late 1980s, extensive green marketing research was conducted to identify consumer interest in buying green products. In the early 1990s, researchers examined the green marketing approach from a business standpoint. Studies showed that consumers in developed nations exhibited greater environmental awareness. ( ① ) However, studies examining how green marketing affects customers in developing nations like India are quite rare. A global survey, which compared the purchase behavior between 2017 and 2020, revealed a growing willingness among consumers to pay more for environmentally friendly products. ( ② ) This study in 2022 showed that the most significant increase in purchase behavior across countries has been observed in Brazil (42%), Italy (41%), France (30%), and Japan (15%) over the past five years. Secondly, consumers are most likely to consider sustainability when making a purchase decision in energy (74%), followed by construction (66%), travel and tourism (62%), and financial services (44%). ( ③ ) In terms of age groups, Millennials (42%) and Generation Z (39%) demonstrate a greater willingness to pay for sustainability compared to Baby Boomers (26%) and Generation X (31%). The age range for Generation Z is 11 to 26 years old, while Baby Boomers are between 59 and 77 years old. Millennials are between 27 and 42 years old, and Generation X is between 43 and 58 years old. ( ④ ) Some companies engage in greenwashing, making commitments without taking real action. Greenwashing was first used in 1986 by Jay Westerveld. It refers to the practice of companies exaggerating the environmental benefits of their products in order to attract environmentally conscious consumers. Greenwashing takes on different forms. Some companies may overstate the extent of their environmental efforts to give an impression that they are more sustainable than they actually are. Some companies may selectively reveal positive information on their environmental practices and use ambiguous language in their advertising so that they appear to be responsible but do not demonstrate sustainability. Consumers should therefore pay close attention to products labelled “green” to ensure that they are more easily distinguished from misleading greenwashing practices.
Green marketing is motivated by environmental concerns and the requirement to use sustainable marketing techniques. It started in the 1970s but became popular in the late 1980s. Its objective was to promote environmentally friendly products that were in line with consumer preferences for the purpose of dealing with environmental concerns. During that time in the late 1980s, extensive green marketing research was conducted to identify consumer interest in buying green products. In the early 1990s, researchers examined the green marketing approach from a business standpoint. Studies showed that consumers in developed nations exhibited greater environmental awareness. ( ① ) However, studies examining how green marketing affects customers in developing nations like India are quite rare. A global survey, which compared the purchase behavior between 2017 and 2020, revealed a growing willingness among consumers to pay more for environmentally friendly products. ( ② ) This study in 2022 showed that the most significant increase in purchase behavior across countries has been observed in Brazil (42%), Italy (41%), France (30%), and Japan (15%) over the past five years. Secondly, consumers are most likely to consider sustainability when making a purchase decision in energy (74%), followed by construction (66%), travel and tourism (62%), and financial services (44%). ( ③ ) In terms of age groups, Millennials (42%) and Generation Z (39%) demonstrate a greater willingness to pay for sustainability compared to Baby Boomers (26%) and Generation X (31%). The age range for Generation Z is 11 to 26 years old, while Baby Boomers are between 59 and 77 years old. Millennials are between 27 and 42 years old, and Generation X is between 43 and 58 years old. ( ④ ) Some companies engage in greenwashing, making commitments without taking real action. Greenwashing was first used in 1986 by Jay Westerveld. It refers to the practice of companies exaggerating the environmental benefits of their products in order to attract environmentally conscious consumers. Greenwashing takes on different forms. Some companies may overstate the extent of their environmental efforts to give an impression that they are more sustainable than they actually are. Some companies may selectively reveal positive information on their environmental practices and use ambiguous language in their advertising so that they appear to be responsible but do not demonstrate sustainability. Consumers should therefore pay close attention to products labelled “green” to ensure that they are more easily distinguished from misleading greenwashing practices.
18. According to this passage, which of the following statements is true about green marketing?
(A) Many studies have been conducted on the impact of green marketing on consumers in the developing countries.
(B) In comparison to Brazil, French consumers had bigger changes in buying behaviors as a result of green marketing.
(C) The results of these surveys show that gender and country should be taken into account when companies develop green marketing strategies.
(D) Research on green marketing in the late 1980s highlighted consumer interest in green products but changed to a business perspective in the early 1990s.
- A Many studies have been conducted on the impact of green marketing on consumers in the developing countries.
- B In comparison to Brazil, French consumers had bigger changes in buying behaviors as a result of green marketing.
- C The results of these surveys show that gender and country should be taken into account when companies develop green marketing strategies.
- D Research on green marketing in the late 1980s highlighted consumer interest in green products but changed to a business perspective in the early 1990s.
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