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Öko-Marketing: Ein Instrument zur Steigerung des umweltbewußten Konsumentenverhaltens

Öko-Marketing: Ein Instrument zur Steigerung des umweltbewußten Konsumentenverhaltens

          
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About the Book

Inhaltsangabe: Einleitung: In den letzten Jahren wurden viele Produkte mit den Zusätzen „Öko" oder „Bio" auf dem Markt plaziert. Diese neuen Produkte sind angeblich dazu noch „umweltfreundlicher" geworden, und auch einige Unternehmen bekannten sich in ihren Leitbildern zu einem schonenderen Umgang mit der Natur. In der Wirtschaft erfolgte eine „grüne Trendwende". Denn das Thema Umwelt ist nicht mehr nur noch für eine kleine Gruppe mit entsprechendem ökologischen Sachverstand von Bedeutung, sondern die zunehmende Orientierung der Konsumenten an umweltgerechteren Problemlösungen hat das Thema für alle, den Verbraucher, den Unternehmer und den Händler, interessant gemacht. Es stellt sich hier nur die Frage, ob diese Trendwende auch einen messbaren Erfolg für die Natur (z.B. Verringerung vom Ozonloch, Waldsterben, etc. ) mit sich bringt oder ob sie doch nur als „Ökowelle" in den vorhandenen Wirtschaftsproblemen wie der steigenden Arbeitslosigkeit verebbt. In ihrer Produktbroschüre zu „IT'S ONE WORLD" schreibt Britta Steilmann dazu: „Zu den größten Herausforderungen unserer Zeit gehört ein neues, nachhaltig ökologisches Denken und die Entwicklung 'intelligenter Produkte' in geschlossenen Kreisläufen. Umweltbelastendes muss von den Märkten verschwinden, Dauerhaftigkeit erhält einen neuen Wert. Qualität ist oberstes Gebot." Diese Ausführung zeigt deutlich, dass ein Umdenkungsprozess einsetzen muss. Ein umweltgerechteres Verhalten sowohl beim Wirtschaften als auch beim Konsumieren kann gleichzeitig zu klaren ökonomischen und sozialen Vorteilen führen. Die Einführung und Aufrechterhaltung einer glaubwürdigen, umweltbewussten Grundhaltung des eigenen Unternehmens sollte als Marktchance gesehen werden, und sie wird dadurch auch Kunden- und Marktorientierung sowie das Ansehen in der Öffentlichkeit erheblich verbessern. Bei der Umsetzung dieser Vorstellungen wird jedes Unternehmen sein individuelles Konzept aufstellen, aber eine entsprechend dominante Rolle wird dabei das Öko


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Product Details
  • ISBN-13: 9783838605548
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 172 gr
  • ISBN-10: 3838605543
  • Publisher Date: 02 Dec 1997
  • Height: 210 mm
  • No of Pages: 124
  • Series Title: German
  • Sub Title: Ein Instrument zur Steigerung des umweltbewußten Konsumentenverhaltens
  • Width: 148 mm


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