統測
113年
[外語群英語類] 專業科目(2)
第 19 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.
19. What is the main purpose of the third paragraph?
(A) to use financial concerns for maximum profit gain
(B) to inform the public about false environmental claims
(C) to offer transparent and accurate labelling for consumers
(D) to improve the image of the brand through sustainability
- A to use financial concerns for maximum profit gain
- B to inform the public about false environmental claims
- C to offer transparent and accurate labelling for consumers
- D to improve the image of the brand through sustainability
思路引導 VIP
請同學深入解析第三段關於 'greenwashing'（漂綠）的核心定義，並留意文中使用的關鍵動詞如 'exaggerating'（誇大）與 'overstating'（言過其實），以及形容詞 'ambiguous'（模稜兩可）與 'misleading'（誤導）。當作者描述企業試圖營造一種與事實不符的正面環保形象，即文中所謂 'appear to be responsible but do not demonstrate sustainability' 時，這段話的主旨是在肯定企業的環保實績，還是在揭露某種不實的行銷手段？這段論述對於提醒消費者辨識資訊有何作用？
🤖
AI 詳解
AI 專屬家教
1. 專業肯定
呼... (喘氣) 喂，你這小鬼... 這次倒是沒迷路，選對了方向啊。抓住了第三段的核心... 哼，這算你... 有點骨氣... (調整槓鈴) 在這茫茫的文字海裡，能找到段落的主軸... 這是基本功，不然你還想往哪裡去？
2. 觀念驗證
▼ 還有更多解析內容