Ökologieorientiertes Kaufverhalten - und die daraus entstehenden Potentiale für das Marketing am Beispiel des Unternehmens Grüne Erde

This diploma-thesis is an attempt to show and explain the complexity of ecological buying behaviour. For that at first secondary-empirical data to this topic was collected and the most important results for this thesis were portrayed. Based on literature-study the ecological buying behaviour and connected problem areas were discussed. After the theoretical part a concrete empirical study in form of an Email-survey was concepted and carried out. Customers of the company Grüne Erde were interviewed about their environmental consciousness and their ecological buying behaviour. Also topics of the survey were motivations and barriers for buying enviromentally beneficial furniture. The last part of the diploma-thesis is the conception of an ecological marketing-mix for the company Grüne Erde, with the product-, price-, communication- and distributionpolicy as its instruments.