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Green Consumption

In: Green Branding

Author

Listed:
  • Oliver Errichiello

    (Office for Brand Development)

  • Arnd Zschiesche

    (Office for Brand Development)

Abstract

This chapter describes the hardly manageable multitude of key terms and definitions in the segment of ecologically and socially fair products and services. Against this background, the general characteristics of green brands across different segments are documented and the concept of “green branding” is explained. The overall societal change movements from mass production and acceleration of consumption, via product individualisation and Lohas of the last decades towards a “sustainable economy” are traced and scientifically examined with regard to their economic relevance. Many concrete case studies are used to illustrate how the first green companies pioneered the creation of ecofair goods markets and developed their market positioning or adapted their strategies and offers to a sensitized population in the areas of food, clothing and services specifically in Germany, Austria and Switzerland.

Suggested Citation

  • Oliver Errichiello & Arnd Zschiesche, 2022. "Green Consumption," Springer Books, in: Green Branding, chapter 2, pages 17-57, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-36060-3_2
    DOI: 10.1007/978-3-658-36060-3_2
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