主要是保持一个每日一更，培养习惯，学习英语，自己翻译一下
今天是第二天
这篇短文来自扇贝阅读
Green Is Good, Right? Consumers Don’t Always See It That Way
绿色产品是好的，对吗？消费者看不这么认为
Scroll through Instagram, and you’ll notice many brands touting their eco-friendly credentials.
浏览Ins，你会注意到很多品牌吹嘘他们的环保资质
tout v.兜售, 吹捧, 推销, 标榜 n.（音乐会、体育比赛等的）倒卖门票的人
eco-friendly adj.对环境无害的, 环保的
credentials n.资格, 资历; 资格证书; (品格的) 证明信, 推荐书
There’s an image of Allbirds, which uses sustainable wool to make high-tops, and Adidas, which is using plastic pulled out of the ocean to make running shoes. Blueland sells refillable cleaning spray bottles and tablets of soap that you dissolve in water, to cut down on waste. Grove makes toilet paper out of sustainable bamboo.
这是Allbirds的一个图片，它使用了可再生的羊毛去制作高帮运动鞋，并且阿迪达斯，使用海洋中提取的塑料去制作跑鞋，Blueland销售可重复装满的清洁喷雾瓶和可以溶于水的香皂，去减少浪费，Grove用可再生的竹子制作厕纸
sustainable adj.能保持一定速度(或水平)的, 能持续的, 能保持的; [生态] 可持续性的; 足可支撑的; 能承受的
Some research suggests that consumers care a lot about how eco-friendly a brand is. A study by the Boston Consulting Group last year found that 75% of consumers surveyed viewed sustainability as extremely or very important. And this might explain why brands are racing to develop innovative eco-friendly alternatives to the status quo.
一些研究认为消费者很关心品牌是否环保， 去年，一项来自波斯顿咨询小组的研究显示75%的被调查的消费者非常看重可持续，或者认为很重要。并且这可能是解释为什么品牌们针对这个问题情形争相去发展创新的环保替代品
survey n.调查；测量，测绘，勘测 v.调查；对……作民意调查；勘测
There’s only one problem: Scholars have found that consumers think green products are less effective than their traditional, more polluting counterparts.
这是唯一一个问题：学者已经发现消费者认为绿色产品相比与他们的传统产品，以及污染更严重的同类产品并没有更有效
Bryan Ursey, a professor at the University of East Anglia’s Norwich Business School, recently published a study in the Journal of Advertising. He found that when a brand highlights the sustainable attributes of a product, consumers think that the implicit message is that the product will perform worse than its less sustainable counterpart.
Bryan Ursey是 East Anglia’s Norwich Business School的一名教授，他最近在 Journal of Advertising公布了一项研究，他发现当品牌更强调产品可再生的属性的时候，消费者认为这是一个暗示，暗示产品将会比不可再生的同类产品表现的更加糟糕
He did this by conducting a study in which he recruited 253 American consumers to assess two ads for laundry detergent, one that had a label that said that it was sustainable and 100% eco-friendly and the other that did not. Both detergents were “made using ingredients to ensure a great cleaning experience,” according to the ads.
他通过招募253名美国消费者去评估两个洗衣服的洗涤剂的广告的方法去开展他的研究，一个产品说它是可再生的，而且百分百环保，同时另一个不强调这一点。在广告中，这两款洗涤剂都是使用能确保很好的洗涤效果的成分
assess v.评定，估定
The results were clear. Consumers largely saw sustainability as a sign that the product was less effective. “Consumers seem to have rigid categories in their mind when it comes to products,” Ursey tells me. “When it comes to high-performing cars, for instance, they’ll lump together a Lamborghini, a Ferrari, and a Porsche. But if you said that one of these cars was now eco-friendly, the consumer would assume it was not as fast as its counterparts.”
结果很清晰，消费者大部分觉得可再生是产品效果不好的标签。“消费者在面对产品的时候似乎在脑海里有一个刻板的分类”Ursey对我说"当这个问题面向高性能的汽车的时候，举个例子，他们都会联想到兰博基尼，法拉利和保时捷，但是如果你说这个是是一个环保的时候，消费者就会假定他不是和它的同类产品跑的一样快了"
rigid adj.严格死板的, 僵硬的, 固执的, 僵化的
lump together 聚在一起
Ursey says that this is bad news for the state of the planet because if consumers aren’t actually buying sustainable products—no matter how much they say they care about the environment—brands have no incentive to keep making green goods. “It takes a lot of money to develop eco-friendly products,” says Ursey. “If consumers think these products are not as good, and therefore don’t buy them, they won’t see it as a good investment.”
Ursey 说这对当前的地球不是什么好消息。因为如果消费者通常不去买可再生的产品，不管他们说他们对于环境多么在乎，品牌们没有动力去做绿色产品。“发展环保的产品要发很多钱：Ursey说"如果消费者认为这些产品不够好，因此就不回去买他们，他们将不会认为这是好的投资"
incentive n.激励, 刺激, 鼓励 adj.刺激性的
Consumers’ sentiment toward green products is grounded in some truth
消费者基于一些事实对于绿色产品的态度也是理智的
sentiment n.观点，看法，情绪；（过于）伤感.
grounded adj.（对生活）持有理智和现实态度的 v.“ground”的过去分词和过去式
Until recently, most mainstream brands and consumers weren’t particularly interested in sustainability, so it was smaller, niche brands that created green products. Since they had fewer resources than bigger brands, they could not invest as much in product innovation or in improving the performance of their products. So in many cases, consumers were right for thinking that the mainstream brands created goods that were more effective.
直到最近，最主流的品牌和消费者都不那么对可再生感兴趣，所以是更小的小众品牌创造了绿色产品。因为他们相较于大品牌的资源更少，他们不能投资更多的产品创新或者提升他们产品的表现方面，在所很多时候，消费者认为主流品牌的产品有更好的表现这方面是对的
innovation n.创新，革新；新观念；新方法
That has changed in recent years, as big brands and well-funded startups have made sustainability part of their mission. On top of that, these brands often test their products against their non-green competitors, to make sure they stack up when it comes to performance.
这在这几年已经发生了改变，因为大企业和资金充沛的新企业已经将制造可再生作为他们任务的一部分，更重要的是，这些品牌经常将他们的产品和他们的非绿色产品竞争者进行对比，去确保他们的表现能够符合预期
mission n.任务；代表团；使命
On top of that 更重要的是
So would it make sense for brands to effectively hide their eco-friendly credentials, since they may make consumers think worse of the products? Ursey says it depends.
所以有效的隐藏他的环保资质是否还有意义，因为他们可能使消费者认为他们的产品很糟糕，Ursey说这还得看情况而定
In categories where consumers are not used to eco-friendly alternatives—like, say, hand sanitizer—it might be better for a brand to lead with other characteristics, like how effective and high-performing the product is. Once consumers see how well it works, the eco-friendly part could be a nice bonus, not a mark against it.
在消费者没有习惯环保代替品的分类中，如免洗洗手液，品牌最好去去强调其他的特性，例如产品的有效性和高表现。一旦消费者知道它用起来多么好，环保这个特点就会变成一个加分项，而不是让人排斥的标志
bonus n.奖金, 红利, 意外收获
On the other hand, if you’re making products in a category where consumers have already seen how well eco-friendly alternatives work—perhaps shoes, for instance, since brands like Allbirds and Rothy’s have proven shoes can be comfortable and green—then it makes sense to talk about sustainability.
在另一方面，你在制作的产品，消费者已经见过，环保代替品的效果有多好例如鞋子，举个例子，自从像 Allbirds and Rothy’s这样的品牌已经提供了很舒服而且环保的鞋子，他们讨论是否可再生就有意义了
“The goal is for us to get to a place where consumers believe that sustainability and performance are not at odds,” says Ursey. “That will incentivize everybody—brands and consumers—to switch to these better products.”
”目标是让消费者相信可再生和表现好并不矛盾“Ursey说”这将激励每个人——品牌和消费者去转向这些更好的产品“
incentivize v.激励, 奖励
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