【正文】 01 年 月 日 2 The rise and stumble of green marketing? Despite some attention in the 1970s, it was really only in the late 1980s that the idea of green marketing emerged. Early academic treatments of green marketing spoke of the rapid increase in green consumerism at this as heralding a dramatic and inevitable shift in consumption towards greener products (Prototroph, 1990。Handcraftsman and cliff 1990). Like any (relatively) new marketing phenomena, it was soon the subject of a great deal of market research. Much survey evidence from republic research bodies was cited as identifying heightened environmental awareness, a growing consumer interest in green products, and a pronounced willingness to pay far green features (Crop Organization, 1990。Worcester, 1993). Practical evidence for this came in the form of the highly directive global consumer boycott of CFCdriven aerosols, and the international success Of publications such as The Green Consumer Guide (Ellington and Hail cs, 1988). There were two key responses to this: one was a burst of corporate activity in the area of green mar keting。 s(1995) followup report on the enlivenment recorded only a very slight increase in green consumers since 1990, and identified a significant gap between concern and actual purchasing一 a picture replicated in subsequent management research (along et al.,1996。 Crane 2021). The frequency and protocontinent of green claims was also found to be in decline (National Consumer Council, 1996), and green coproducts looked to have achieved only limited success (along ct al., 1996). Specialist brands such as Ecovcr and Down to Earth 3 failed to sustain the growth they enjoyed in the early 1990s, and the specialist green ranges of sonic major panies such as Lever Brothers and Salisbury were discontinued. Al thou green product growth continued strongly in certain markets, such as food, tourism, and semuncial services, across the majority of markets there was no longer talk about the impressive growth in green product introductions. So, has green marketing failed to change how businesses behave and to move the economy towards stainability Same of the research evidence can be interpreted either way Critics can point to a reduction in advertising claims as proof of its decline,while others might sec this as an improvement on the late 1980s when a wave of often ill 一 cudgel advertising campaigns were mounted panies in a way that drew widespread criticism. Similarly, a reduction in specialist products can be interpreted as a failure, or it can reflect the mainstream market improving its environmental performance to the point that reduces the demand for specialist green the most damning market research evidence i n the case for the decline of green marketing is the alarming cynicism being displayed by consumers about green products, green claims, and the panies behind thein(Kan gun ct al， 1991。 s analysis, it sterns clear that many of the problems that have hampered the development of effective mainstream marketing in the past have returned to hamper the development of green marketing as well. These problems have contributed to the emerge nce of five failed manifestations of green marketing. These are: green spinning, green selling, green harvesting,marketing, and pliance marketing. Green selling The growth in market resear