Environment and the Consumer

Abstract

In the business world, as well as among the general consuming public, there has been talk for years now of a growing sense of environmental awareness. Nevertheless, the behaviour of the average human being as a consumer remains unpredictable. What is really meant when the terms ‘environmental protection’ and ‘consumer behaviour’ are joined? To what extent can awareness of the environment be detected in the marketplace? What are the opportunities for the manufacturer, wholesaler and retailer, and where do they lie? These questions will be addressed in this chapter. First, though, their background will be explored by investigating the links between changing values, consumer behaviour, and impacts on specific sectors.