A guide to goodness Values for money

　　良品導購 價廉物良

　　Want to know if a product is virtuous? There s an app for that.

　　想知道一個產品是否貨真價實?有個軟件能幫你。

　　AS HE applied sunscreen to his young daughter s face, Dara O Rourke, a professor ofenvironmental and labour policy at the University of California, Berkeley, found himselfwondering if the lotion was safe.

　　當加利福尼亞大學伯克利分校的環境與勞工政策教授多拉?歐羅克往他年幼的女兒臉上抹防曬霜時，他發現自己在懷疑這種防曬霜是否安全。

　　He realised there was no readily available answer.

　　他意識到這個問題沒有現成的答案。

　　The resulttwo years, a team of chemists, lots of testing and a chunk of venture capitallateris GoodGuide.com.

　　歷時兩年，一批化學家進行了大量的測試及后期風險投資，成果是建立了指南網。

　　Launched in 2008, this is a website and smartphone app that rates 140,000 consumerproducts according to their safety, environmental sustainabilityand the ethics of the firms that make them.

　　這個成立于2008年的網站有配套的智能手機軟件，它根據安全性、環境可持續性及生產廠商的道德操守對十四萬種消費品進行了評估。

　　Now GoodGuide has created a new purchase analyser app designed to inform consumersnot just about the values embedded in products, but also about whether they are thevirtuous shoppers they say they want to be.

　　現在，指南網已開發了一個新的 購物分析家 軟件，此軟件不僅旨在告訴消費者產品的內在價值，也旨在告訴消費者他們是不是自己所說的希望成為的良心購物者。

　　Using the new app requires selecting a series of characteristics, which can range fromwhether the user favours organic products to buying only from firms with a goodhuman-rights record.

　　使用這個新軟件需要對一系列特性進行選擇，這些特性涵蓋了從用戶是否喜歡有機產品到只從人權記錄良好的公司購買產品等方面。。

　　The consumer then scans the bar code on a product with the camera in their smartphone.The app identifies it and checks in a database to score how it shapes up.

　　然后，消費者用其智能手機中的攝像頭掃描產品上的條形碼。軟件識別條形碼并在數據庫中進行檢索，從而為產品評分。

　　Much therefore depends on the quality of the data, which GoodGuide gathers from varioussources, including government reports and scientific studies, and research by its own staff.

　　因此，評分結果在很大程度上取決于數據的質量，這些數據是指南網從各處搜集而來的，來源包括政府報告、科學研究及其員工所作的調查。

　　If the product scores badly, the app will recommend an alternative item which is ratedmore highly.

　　如果產品得分很低，軟件就會推薦另一種得分更高的替代產品。

　　The app also tracks a consumer s purchases to see how well they fit with their selectedvalues, giving a sort of personal virtue rating.

　　軟件還會追蹤消費者的購物記錄，看看他們的購物行為在多大程度上符合自身贊同的購物觀，然后給出一種個人的購物美德度等級。

　　So far, GoodGuide has mostly been used by shoppers who are already keen to know aboutany issues connected with products they buy.

　　到目前為止，使用指南網的大都是這樣的購物者：他們已熱衷于了解任何關于其購買的商品的問題。

　　They are mothers concerned about a child s health, older people facing a chronic illness orsupporters of a cause, such as animal rights.

　　他們是關心子女健康的母親、身患慢性疾病的老年人和某項事業的支持者。

　　The hope behind the app is that the idea of finding out about a product s background willbecome mainstream.

　　這個軟件背后的期望是： 查清一種產品的背景信息這個理念 會變成主流。

　　Consumers rarely change their buying habits, even when confronted with scientific and otherdata, says Mr O Rourke.

　　歐羅克先生說，即使面對科學數據和其他數據，消費者都幾乎不會改變他們的購物習慣。

　　So he has drawn on insights from behavioural economics, which show shoppers can be greatlyinfluenced by peer pressure and by information passed on to them by people they know.

　　于是他利用了行為經濟學的觀點來開發這個軟件。這些觀點表明，同輩壓力及購物者認識的人傳遞給他們的信息都能對購物者產生很大的影響。

　　The app tries to take advantage of these pressures.

　　這個軟件嘗試利用這些壓力。

　　The virtue rating will inform a consumer how well they are doing according to the valueswhich they espouse.

　　購物美德度評估會根據購物者所贊成的購物觀來告知他們其購物表現如何。

　　That measurement gives an incentive to do better.

　　這種評估會促使購物者改善其購物行為。

　　Soon, the rating will be able to be shared with others on social-media sites such asFacebook, which could inspire a shopper to consume more thoughtfully.

　　很快，人們就能夠在如臉譜網的社交媒介中與別人分享這種評估，這將鼓勵購物者更加理性地消費。

　　It might even, believes Mr O Rourke, turn being a good shopper into an online game.

　　歐羅克先生認為，這個軟件可能甚至會將 做一個優秀的購物者 變為線上游戲

　　A guide to goodness Values for money

　　良品導購 價廉物良

　　Want to know if a product is virtuous? There s an app for that.

　　想知道一個產品是否貨真價實?有個軟件能幫你。

　　AS HE applied sunscreen to his young daughter s face, Dara O Rourke, a professor ofenvironmental and labour policy at the University of California, Berkeley, found himselfwondering if the lotion was safe.

　　當加利福尼亞大學伯克利分校的環境與勞工政策教授多拉?歐羅克往他年幼的女兒臉上抹防曬霜時，他發現自己在懷疑這種防曬霜是否安全。

　　He realised there was no readily available answer.

　　他意識到這個問題沒有現成的答案。

　　The resulttwo years, a team of chemists, lots of testing and a chunk of venture capitallateris GoodGuide.com.

　　歷時兩年，一批化學家進行了大量的測試及后期風險投資，成果是建立了指南網。

　　Launched in 2008, this is a website and smartphone app that rates 140,000 consumerproducts according to their safety, environmental sustainabilityand the ethics of the firms that make them.

　　這個成立于2008年的網站有配套的智能手機軟件，它根據安全性、環境可持續性及生產廠商的道德操守對十四萬種消費品進行了評估。

　　Now GoodGuide has created a new purchase analyser app designed to inform consumersnot just about the values embedded in products, but also about whether they are thevirtuous shoppers they say they want to be.

　　現在，指南網已開發了一個新的 購物分析家 軟件，此軟件不僅旨在告訴消費者產品的內在價值，也旨在告訴消費者他們是不是自己所說的希望成為的良心購物者。

　　Using the new app requires selecting a series of characteristics, which can range fromwhether the user favours organic products to buying only from firms with a goodhuman-rights record.

　　使用這個新軟件需要對一系列特性進行選擇，這些特性涵蓋了從用戶是否喜歡有機產品到只從人權記錄良好的公司購買產品等方面。。

　　The consumer then scans the bar code on a product with the camera in their smartphone.The app identifies it and checks in a database to score how it shapes up.

　　然后，消費者用其智能手機中的攝像頭掃描產品上的條形碼。軟件識別條形碼并在數據庫中進行檢索，從而為產品評分。

　　Much therefore depends on the quality of the data, which GoodGuide gathers from varioussources, including government reports and scientific studies, and research by its own staff.

　　因此，評分結果在很大程度上取決于數據的質量，這些數據是指南網從各處搜集而來的，來源包括政府報告、科學研究及其員工所作的調查。

　　If the product scores badly, the app will recommend an alternative item which is ratedmore highly.

　　如果產品得分很低，軟件就會推薦另一種得分更高的替代產品。

　　The app also tracks a consumer s purchases to see how well they fit with their selectedvalues, giving a sort of personal virtue rating.

　　軟件還會追蹤消費者的購物記錄，看看他們的購物行為在多大程度上符合自身贊同的購物觀，然后給出一種個人的購物美德度等級。

　　So far, GoodGuide has mostly been used by shoppers who are already keen to know aboutany issues connected with products they buy.

　　到目前為止，使用指南網的大都是這樣的購物者：他們已熱衷于了解任何關于其購買的商品的問題。

　　They are mothers concerned about a child s health, older people facing a chronic illness orsupporters of a cause, such as animal rights.

　　他們是關心子女健康的母親、身患慢性疾病的老年人和某項事業的支持者。

　　The hope behind the app is that the idea of finding out about a product s background willbecome mainstream.

　　這個軟件背后的期望是： 查清一種產品的背景信息這個理念 會變成主流。

　　Consumers rarely change their buying habits, even when confronted with scientific and otherdata, says Mr O Rourke.

　　歐羅克先生說，即使面對科學數據和其他數據，消費者都幾乎不會改變他們的購物習慣。

　　So he has drawn on insights from behavioural economics, which show shoppers can be greatlyinfluenced by peer pressure and by information passed on to them by people they know.

　　于是他利用了行為經濟學的觀點來開發這個軟件。這些觀點表明，同輩壓力及購物者認識的人傳遞給他們的信息都能對購物者產生很大的影響。

　　The app tries to take advantage of these pressures.

　　這個軟件嘗試利用這些壓力。

　　The virtue rating will inform a consumer how well they are doing according to the valueswhich they espouse.

　　購物美德度評估會根據購物者所贊成的購物觀來告知他們其購物表現如何。

　　That measurement gives an incentive to do better.

　　這種評估會促使購物者改善其購物行為。

　　Soon, the rating will be able to be shared with others on social-media sites such asFacebook, which could inspire a shopper to consume more thoughtfully.

　　很快，人們就能夠在如臉譜網的社交媒介中與別人分享這種評估，這將鼓勵購物者更加理性地消費。

　　It might even, believes Mr O Rourke, turn being a good shopper into an online game.

　　歐羅克先生認為，這個軟件可能甚至會將 做一個優秀的購物者 變為線上游戲