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Ökologisches und erfolgreiches Wirtschaften. Wie Ökomarketing die Konsumentenentscheidung beeinflusst

Ökologisches und erfolgreiches Wirtschaften. Wie Ökomarketing die Konsumentenentscheidung beeinflusst

          
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About the Book

Masterarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3, Sprache: Deutsch, Abstract: Nachhaltigkeit wird zweifelsohne immer wichtiger aber welche Rolle spielt dabei der Verbraucher? Hat das Kaufverhalten direkte Auswirkungen auf die Umwelt und die Strategien der Unternehmen? Bedingt die immense Informationsflut bezüglich Umweltauswirkungen, denen Verbraucher täglich ausgesetzt sind, eine tatsächliche Verhaltensänderung? Diesen Fragen soll in der Arbeit nachgegangen werden. Nach einer ausführlichen Literaturrecherche sollen mit Experteninterviews die theoretischen Erkenntnisse der Literatur durch praktisches Wissen aus der Berufswelt ergänzt werden. Wirtschaftswachstum ist die Grundvoraussetzung für einen stabilen Staat und jedes Unternehmen im Einzelnen. Es muss jedoch nicht die Wahl zwischen wirtschaftlichem Wachstum oder ökologischer Vereinbarkeit getroffen werden, da sich diese beiden Faktoren nicht ausschließen müssen, sondern sogar bedingen. Ein Wirtschaften, das ökologische Ziele nicht berücksichtigt, könnte in naher Zukunft kaum noch möglich sein. Unternehmen, die Öko-Marketing nicht in Ihren Marketing-Mix aufnehmen, müssen demnächst mit erheblichen Wettbewerbsnachteilen rechnen. Ein ökologisches Image entwickelt sich zunehmend zu einem wichtigen Absatzkriterium. Es wird deutlich, dass Konzepte zur Befriedigung ökologisch ausgerichteter Verbraucherbedürfnisse im Zusammenhang mit ressourcenschonender Produktion notwendig sind, um neben der Konkurrenz für Endkunden und gegebenenfalls auch Kapitalgeber attraktiv zu wirken. Der drohende Klimawandel und die sich verändernden Anforderungen des Marktes führen zu einem Umdenken bei zahlreichen Unternehmen. Die Prioritäten mussten neu gesetzt werden, sodass nicht allein die Gewinnmaximierung das oberste Ziel bildet. Die Belastungen für die Umwelt seitens des Unternehmens sollen verringert und durch ökologisch förderliche Maßnahmen ersetzt werden. Die verstärkt


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Product Details
  • ISBN-13: 9783668160736
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3668160732
  • Publisher Date: 26 Feb 2016
  • Height: 210 mm
  • No of Pages: 100
  • Series Title: German
  • Weight: 140 gr


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Ökologisches und erfolgreiches Wirtschaften. Wie Ökomarketing die Konsumentenentscheidung beeinflusst
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