這幾年，很多人的環(huán)保意識都有所提高，不少產(chǎn)業(yè)也都采取不同程度的環(huán)保措施，開始邁向“綠色”時代。不過，不見得所有打著“綠色”旗號的行為都是真正以環(huán)保為出發(fā)點(diǎn)的。他們可能只是以“綠色”之名行“牟利”之實(shí)。這就是近兩年大家聽到的“漂綠”。

Greenwashing (a compound word modelled on "whitewash"), or "green sheen," is a form of spin in which green PR or green marketing is deceptively used to promote the perception that an organization's aims and policies are environmentally friendly. Whether it is to increase profits or gain political support, greenwashing may be used to manipulate popular opinion to support otherwise questionable aims.

“漂綠”（greenwashing或green sheen）是由“漂白”（whitewash）一詞演化而來，指綠色公關(guān)或市場營銷團(tuán)隊(duì)用作欺騙性宣傳報道的一種形式，以此向大眾宣稱某個組織的目標(biāo)和政策都是環(huán)境友好型的。不管其目的是增加利潤或者獲得政治支持，“漂綠”行為都有可能被用來操控大眾意見以支持一些原本備受質(zhì)疑的行為目的。

The term greenwashing was coined by New York environmentalist Jay Westervelt in a 1986 essay regarding the hotel industry's practice of placing placards in each room promoting reuse of towels ostensibly to "save the environment." Westerveld noted that, in most cases, little or no effort toward reducing energy waste was being made by these institutions—as evidenced by the lack of cost reduction this practice effected. Westerveld opined that the actual objective of this "green campaign" on the part of many hoteliers was, in fact, increased profit. Westerveld thus labeled this and other outwardly environmentally conscientious acts with a greater, underlying purpose of profit increase as greenwashing.

Greenwashing一詞最早由紐約環(huán)保主義者杰?韋斯特維爾特在一篇1986年的文章中首創(chuàng)，這篇文章主要講的是當(dāng)時賓館行業(yè)在每個房間都擺放標(biāo)識牌，簡單從表面上鼓勵毛巾重復(fù)使用以“保護(hù)環(huán)境”。韋斯特維爾特指出，在大多數(shù)情況下，這些機(jī)構(gòu)并未采取任何節(jié)能措施，有證據(jù)表明，上述的標(biāo)識牌行為也未帶來任何支出下降的情況。韋斯特維爾特認(rèn)為，很多賓館采取這一“綠色行動”的實(shí)際目的都是為了增加利潤。由此，他就把這一類表面上大張旗鼓倡導(dǎo)環(huán)保而實(shí)際上帶有更隱晦牟利目的的行為稱為greenwashing

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