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The ecological awakening of the consumers, and the opportunities for the companies

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  1. Introduction
  2. The Nutella brand and market analysis
    1. The market spreads
    2. A presentation of the company
    3. Nutella chocolate spread: a unique product
  3. How the brand Nutella has conquered the market spreads
    1. The product: a generational phenomenon
    2. The distribution and communication of Nutella for its flagship product
  4. Nutella's strategy to stay on top
    1. A strategic shift in communication to reach more consumers
    2. Close to consumer marketing
  5. Conclusion

Better consumption, protection of the planet, buying fair trade products, going organic or green are some of the aspects of the environmental awareness that has begun in recent years. They have made their way into the minds of consumers who are more sophisticated. The consumer society has evolved, and farmers are now obliged to adapt to new environmental standards and requirements of the general public. Environmental ethics is everywhere: poster campaigns in the metro, supermarket shelves, registered companies, menus from great restaurants and so on. The reference ethics has become a key argument and consumption patterns are the subject of increasing the attention in the debate on sustainable development. Consumption has a significant influence on the production and on the use of resources. Many authors stress on the need to direct the current consumption patterns towards more sustainable modes and to adapt the environmental policies.

How has the consumer changed? What is the supply business and who benefits from this new market environment? Does claiming a green image allow it to increase its sales? After a sensitivity analysis of consumer behavior and "green" aspects, we examine some case of businesses that benefit from this green wave, and we will determine whether the environmental argument is a competitive advantage.

In 1979 came the first World Climate Conference in Geneva. In 2007, we are the publication of the Fourth Assessment Report of the IPCC (Intergovernmental Panel on Climate Change). In only twenty years, consumers have been sensitized to the problem of environment and preservation of the planet. Indeed, scientists, media, NGOs and political authorities have made large-scale public debate. The concept of sustainable development is now familiar to a majority of citizens. As a reminder, sustainable development is to consider both issues of economic development, social equity and environmental protection so that economic and social benefits of today do not come at the expense of future generations. For the company, this will ensure its sustainability by creating value while taking into account the social and environmental impacts of its business.

We will therefore examine the reality of the concept of sustainable development among consumers, their behavior, and their sensitivity to the problem of protecting the planet. Then we will introduce new laws and obligations which arise from the emergence of the issue of sustainable development. This part will lead us to analyze the response of firms to changing attitudes and legislation.

Environmental practices increasingly settled in the newspaper of the French and Europeans in general. Waste sorting or attention to the consumption of electricity or water has been adopted by a majority of people.

According to an INSEE survey in January 2005, three out of four households regularly say sort their waste when the conditions for a sorting available to them. In 2005, 72% of households sorted their batteries is 2.5 times more than in 1998. For paper, the proportion rose from 36% to 72% is twice as much. Finally, the glass waste was first isolated from others, more than 78% of the French in 2005 against the sorted already nearly 65% in 1998. The shutdown routine before the television (69%) or the provision of a bag or bags for shopping (63%) are fairly common, and attention to its electricity consumption (84% ) and water (77%) and taking into account the energy consumption when buying a household appliance (59%). Sorting behaviors are now well established in the daily life of French, they are among the acts most commonly adopted.

Tags: environmental awareness; ecological awakening; role of companies in saving environment

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