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Green Economy – Customers’ choice?
Abstract
This paper interlinks the concept of the Green Economy with consumer behavior with the goal to answer the question whether the consumer is in the position to push the actual market towards sustainability.
At first the authors give a brief outline of the concept, its relevance and targets. Subsequently the theory of consumer behavior is explained with a focus on the basic factors of purchase decisions of users. The theory is based on a literature review. As conscientious consumerism is not a novelty but already in progress, the authors show the status quo for Europe. Lastly, the fields are interlinked in order to prove false the public opinion that the industry is the promoter of the Green Economy.
The consumer has the power to change the market towards more sustainability, although this approach is faced by certain challenges to set the ball rolling. The conclusion includes opportunities to eliminate these difficulties and provide further research approaches.
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References
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