Алешина И.В. Поведение потребителей

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18.5.  439

     , 

   ,  , — 

.

      

 ,   

. 

     

, 

  .   ,  

    .   

. 

, 

.

     

    .  

     ,  

     . , , -

      

   .     -

     

Kevlar  DuPont,      -

  el al., 2001, p. 314].    

 ,  ,  ,  ,

. -

       

.

      

   , 

    ,   

 .     

 NASA  Boeing -

     

 9,8 . [, 25  2000 ., . 5].

     

 Galileo,     Airbus  .  2002 .

     -

  (ESA)  , -

      -

  Galileo   4  .

Galileo —  30    , 

     

, -

440  18. 

  ;    , 

      

. Galileo    2008 . 

     

 Navstar,    

.

   2002—2003 . — 

, 

  1,25  .   —  —

      

.

 

     

PricewaterhouseCoopers. Galileo   100 .

, 

9 .  (NPV) 

 2020 . ,  PwC, 17,8 .

 ESA    

       ,

      

 Galileo, 

  ,  , 

 ,   

   

[www.europa.eu.int/comm/energy_transport/en/gal__intro

_en.html].

18.6. 

   

     

.     

    ,  

 .     

.

1.   

. 



,    

.

2.   

  . 

, 

         

.   

  (, , 

).

3.    

.     

-

 : PRESSI ( HERSON )

 441

. 

, .

   .  

    . 

      —

.

     . 

     .

     

,  ,      .

     

 .   , 

.

    .  

    . 

       —

, ,  , 

.  — .

 .     ,

   ,  . 

, 

.

  . 

     

.      

.     

  ,     

, ,  ,  ,

    ,  

.

-

.       , 

     .  

      

, .



1.      

:

 ;

 ;

442  18. 

 ;

 ;

 ;

 ;

 ;

 ;

 ;

 ;

   

.

      

? .

     

    

.

      

   (, ,

) .

5.   

   ,

.

4.      

   

   

.

6.  (

 )     

 .   

 

? 

 

?

 : PRESSI ( HERSON )

 19. , 

19.1. , 

 (consumerism) —  

,     .

     

    ,  

   ,  

 .    

   (,  

) .

   

:

,   ,

   

    

   .   

  , Greenpeace

);

,  

, ;

,    

.

















. 19.1. 



, 

     . 

    

   ,

-

444  19. , 

. 

 ,   



 ,  —     

, ,  — 

   ,   

     

.

  , 

,     1775 .  

.     

    [Assael, 1995, p. 39].

      

 XIX  XX .     

    

.

  XIX   

,  Standard Oil, 

  .     

     . 

1890 .     

(Scherman Antitrust Act), 

   .  

  ,  

     .  1906 .

      

 (Food and Drug Administration) 

 .  1914 .     

 ,   

(Federal Trade Commission)    

.

 1933 . 

 ,    

   .  

     

,  1936 . 

(Consumers Union).      

 Consumer Reports, 

     

. , 

;    .  1938 .

      

,      

     ,

.

 1962 .   

,       

 ,  «  

».

 : PRESSI ( HERSON )

19.1. ,  445

. -

,   ,    

 .  1960- .    

        

.   

.  1967 . 

  Consumer Federation of America —

   , 

,        

 ().  240 ,

    , 

,     

;    

;     -

;     ;

        

  Consumer Federation of America News («

»).

 1970- .    

     .

 ,   ,

    ,

     

.    

 (Consumer Product Safety Commission), 

     

    .  

  (Environmental Protection Agency)

    ,

    .

      (FDA)

     

 .    (FTC)

     

,     -



   .   1970- .  

      

500%.  ,    

      

1980- .     

.

 1990- .    

  .    

      

 .    

Exxon  14% 

446  19. , 

      

.       

 Procter&Gamble,  3  

   .    

 20 . 

. 

 ,   

,    . , , 

  (Environmental Defence Fund) 

      

     McDonald's 

.

  1990- .    

    .  

  (Clean Air Act),   

   

  ,   . ,

 XXI .

    21  . 

      

, . , ,  1994 . 

,  40% . 

    ,  

.  2002 . 

     

 Energy Star  Eco Mark,

   

.

      

 ,  Consumers' Research 

), Consumers for World Trade   

), Council for the Advancement of Consumer Policy  

  ), Consumer Alert 

), the Product Safety Association 

), Citizen Health Research Group 

 ), Center for Science in the Public Interest 

   ), Public Citizen 

).



    ,

    .   30 ,  

 ,     

 .   



 : PRESSI ( HERSON )

19.1. ,  447

.  — -

 (Consumers' Association),  — 

   (Consumers' Union of the

Working Community),   — Shufuren,   —

Organisation Generate des Con-sommateurs.  1960 . 

    (International

Organization of Consumers Unions),  

    

   [Compton's Interactive Encyclopedia,

1995].



   .   1980- .

 «»    ,

      

.    «» 

 ,  14,5%   

, 14%  , 8,4    

10,5%  [Assael, 1995, p. 36].  «» 

. 

1994 . «»  49  672-

   ) [Deutcscher Bundestag, .

304].  1995 .  626   25 

  «»  Green Group]  31 — 

European United Left/Nordic Green Left [The Institutions of the

European Union, p. 5].

       

, 

   . 

    -

 .    

   .  

       

,  .    

, .

     

 ,   

   . 



    .   1998 .

     «

,    ».

     

      

    .

  ,    ,

,   ,     

, , 

448  19. , 

,     

 [ //PC WEEK/RE,

1998, 2  1998 .].



     .

 Siemens Nixdorf Infonnationsysteme   

  ,   

,   

  .  

   , 

 90% , 

   [: SNI 

 // PC WEEK/RE, 1998, 2  1997 .].

    

   ,   

   300 .    

.    

    

 .  1992 .     

  .   

    

      

.  1995 . 

      

 . 



      ,

     . 

      

    .  

  //Japan Pictorial, 1997,  2, . 2—13]. 

 

   , 

.     

, 

 [,  28, 2004, . 9].

      

  . , ,  2002 . 

      

  .  

, -134, -154, -52, 

; -

    . 

   -3,

 -4,   

   

 [ 18

 2000 ., . 4].

 : PRESSI ( HERSON )