Ökologieorientiertes Marketing und Konsumentenverhalten im Bezug auf Bio-Lebensmittel im Handel

The present dissertation deals with the priority of biological products in the Austrian chains. The market of biological products has been grown up because of increasing demand in the last years. The dissertation starts with the theoretical marketing aspects which also consider consumer behavior in the actual case study of the SPAR AG, beginning with the development of evironmental marketing about reasons of ecological problems until the development and point of departure in ecological marketing. An offensive oriented ecological marketing can initiate new innovative offers not only to increase the environment consciousness but also to influence the consumer behaviour in a positive way. Regarding to consumer behaviour and their purpose facotors and the behaviour barrier and the motives of biological-product-clients were scrutinized. Besides that the dissertation also informs about instruments to be successful in the case of ecological concepts in the food area. Product political measures are were also mentioned as well as the ecological range politic, packing material, brand politic, communication politic, distribution politic and price politic. The next chapter is about ecological strategies of trade, where the dissertation debates the ecology orientated basis strategies as well as the ecology orientated conflict potentials in the case of biological food products. Another chapter deals with the acceptance and sale chances of biological products on the basis of statistical facts and reasons for their popularitiy. The theory of ecological private brands as innovative brand concepts is important to refer to the case study. In this connection the terms of private brands, target groups, goals and their conversion problems are mentioned. The case study should demonstrate the successful development and introduction of a biological private brand (Natur*pur) inside an Austrian chain.