什么是“漂绿”？
<p> 这几年，很多人的环保意识都有所提高，不少产业也都采取不同程度的环保措施，开始迈向“绿色”时代。不过，不见得所有打着“绿色”旗号的行为都是真正以环保为出发点的。他们可能只是以“绿色”之名行“牟利”之实。这就是近两年大家听到的“漂绿”。</p><p> </p><p> <span word="Greenwashing">Greenwashing</span> (<span word="a">a</span> <span word="compound">compound</span> <span word="word">word</span> <span word="modelled">modelled</span> <span word="on">on</span> "<span word="whitewash">whitewash</span>"), <span word="or">or</span> "<span word="green">green</span> <span word="sheen">sheen</span>," <span word="is">is</span> <span word="a">a</span> <span word="form">form</span> <span word="of">of</span> <span word="spin">spin</span> <span word="in">in</span> <span word="which">which</span> <span word="green">green</span> <span word="PR">PR</span> <span word="or">or</span> <span word="green">green</span> <span word="marketing">marketing</span> <span word="is">is</span> <span word="deceptively">deceptively</span> <span word="used">used</span> <span word="to">to</span> <span word="promote">promote</span> <span word="the">the</span> <span word="perception">perception</span> <span word="that">that</span> <span word="an">an</span> <span word="organization">organization</span>'<span word="s">s</span> <span word="aims">aims</span> <span word="and">and</span> <span word="policies">policies</span> <span word="are">are</span> <span word="environmentally">environmentally</span> <span word="friendly">friendly</span>. <span word="Whether">Whether</span> <span word="it">it</span> <span word="is">is</span> <span word="to">to</span> <span word="increase">increase</span> <span word="profits">profits</span> <span word="or">or</span> <span word="gain">gain</span> <span word="political">political</span> <span word="support">support</span>, <span word="greenwashing">greenwashing</span> <span word="may">may</span> <span word="be">be</span> <span word="used">used</span> <span word="to">to</span> <span word="manipulate">manipulate</span> <span word="popular">popular</span> <span word="opinion">opinion</span> <span word="to">to</span> <span word="support">support</span> <span word="otherwise">otherwise</span> <span word="questionable">questionable</span> <span word="aims">aims</span>.</p><p> “漂绿”（<span word="greenwashing">greenwashing</span>或<span word="green">green</span> <span word="sheen">sheen</span>）是由“漂白”（<span word="whitewash">whitewash</span>）一词演化而来，指绿色公关或市场营销团队用作欺骗性宣传报道的一种形式，以此向大众宣称某个组织的目标和政策都是环境友好型的。不管其目的是增加利润或者获得政治支持，“漂绿”行为都有可能被用来操控大众意见以支持一些原本备受质疑的行为目的。</p><p> <span word="The">The</span> <span word="term">term</span> <span word="greenwashing">greenwashing</span> <span word="was">was</span> <span word="coined">coined</span> <span word="by">by</span> <span word="New">New</span> <span word="York">York</span> <span word="environmentalist">environmentalist</span> <span word="Jay">Jay</span> <span word="Westervelt">Westervelt</span> <span word="in">in</span> <span word="a">a</span> 1986 <span word="essay">essay</span> <span word="regarding">regarding</span> <span word="the">the</span> <span word="hotel">hotel</span> <span word="industry">industry</span>'<span word="s">s</span> <span word="practice">practice</span> <span word="of">of</span> <span word="placing">placing</span> <span word="placards">placards</span> <span word="in">in</span> <span word="each">each</span> <span word="room">room</span> <span word="promoting">promoting</span> <span word="reuse">reuse</span> <span word="of">of</span> <span word="towels">towels</span> <span word="ostensibly">ostensibly</span> <span word="to">to</span> "<span word="save">save</span> <span word="the">the</span> <span word="environment">environment</span>." <span word="Westerveld">Westerveld</span> <span word="noted">noted</span> <span word="that">that</span>, <span word="in">in</span> <span word="most">most</span> <span word="cases">cases</span>, <span word="little">little</span> <span word="or">or</span> <span word="no">no</span> <span word="effort">effort</span> <span word="toward">toward</span> <span word="reducing">reducing</span> <span word="energy">energy</span> <span word="waste">waste</span> <span word="was">was</span> <span word="being">being</span> <span word="made">made</span> <span word="by">by</span> <span word="these">these</span> <span word="institutions">institutions</span>—<span word="as">as</span> <span word="evidenced">evidenced</span> <span word="by">by</span> <span word="the">the</span> <span word="lack">lack</span> <span word="of">of</span> <span word="cost">cost</span> <span word="reduction">reduction</span> <span word="this">this</span> <span word="practice">practice</span> <span word="effected">effected</span>. <span word="Westerveld">Westerveld</span> <span word="opined">opined</span> <span word="that">that</span> <span word="the">the</span> <span word="actual">actual</span> <span word="objective">objective</span> <span word="of">of</span> <span word="this">this</span> "<span word="green">green</span> <span word="campaign">campaign</span>" <span word="on">on</span> <span word="the">the</span> <span word="part">part</span> <span word="of">of</span> <span word="many">many</span> <span word="hoteliers">hoteliers</span> <span word="was">was</span>, <span word="in">in</span> <span word="fact">fact</span>, <span word="increased">increased</span> <span word="profit">profit</span>. <span word="Westerveld">Westerveld</span> <span word="thus">thus</span> <span word="labeled">labeled</span> <span word="this">this</span> <span word="and">and</span> <span word="other">other</span> <span word="outwardly">outwardly</span> <span word="environmentally">environmentally</span> <span word="conscientious">conscientious</span> <span word="acts">acts</span> <span word="with">with</span> <span word="a">a</span> <span word="greater">greater</span>, <span word="underlying">underlying</span> <span word="purpose">purpose</span> <span word="of">of</span> <span word="profit">profit</span> <span word="increase">increase</span> <span word="as">as</span> <span word="greenwashing">greenwashing</span>.</p>
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