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Towards sustainable market strategies: A case study on eco textiles and green power

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  • Lorek, Sylvia
  • Lucas, Rainer

Abstract

This study focuses on the economic, market-related context of consumptionpatterns and incorporates the regulatory settings and values. The aim is tosystemise the influences on sustainable consumption patterns. Special attention isdrawn to the question how existing niche markets could be extended to massmarkets. This question is deepened by case studies on the green textile and thegreen power markets.The results emphasise the different key factors which influence the successfulpathways for an extended green market volume. Looking at the case of the greenpower market it can be seen how important it is to create an economic andinstitutional context for adoption. Looking at the case of green textiles theimportance of new lifestyles and cultural impacts are obvious.Looking at the interfaces between institutional settings, supply structure, societalvalues and consumers' decision-making, it can be seen that consumers' demandsare not only a product of individual needs. Therefore sustainable consumptionstrategies will have to face not only the change of needs, but also the change ofstructures which influence individual choices.

Suggested Citation

  • Lorek, Sylvia & Lucas, Rainer, 2003. "Towards sustainable market strategies: A case study on eco textiles and green power," Wuppertal Papers 130, Wuppertal Institute for Climate, Environment and Energy.
    • Handle: RePEc:zbw:wuppap:130
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    Cited by:

    1. Mushahid Ali Shamsi & Imran Anwar & Asiya Chaudhary & Samreen Akhtar & Alam Ahmad, 2023. "Sustainable Transition through Circular Textile Products: An Empirical Study of Consumers’ Acceptance in India," Sustainability, MDPI, vol. 15(18), pages 1-20, September.
    2. Tulin Dzhengiz & Andra Riandita & Anders Broström, 2023. "Configurations of sustainability‐oriented textile partnerships," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4392-4412, November.
    3. Saki Morita & Keiji Jindo & Petros Maliotis, 2023. "Exploring the Influence of Work Integration Social Enterprises on Consumers through Differentiated Customer Value Proposition," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    4. Lee, Cheuk Wing & Zhong, Jin, 2015. "Construction of a responsible investment composite index for renewable energy industry," Renewable and Sustainable Energy Reviews, Elsevier, vol. 51(C), pages 288-303.
    5. Melissa Monika Wagner & Tincuta Heinzel, 2020. "Human Perceptions of Recycled Textiles and Circular Fashion: A Systematic Literature Review," Sustainability, MDPI, vol. 12(24), pages 1-28, December.
    6. Lucas, Rainer & Wilts, Henning, 2004. ""Events für Nachhaltigkeit" - ein neues Geschäftsfeld für die Eventwirtschaft?," Wuppertal Papers 149, Wuppertal Institute for Climate, Environment and Energy.
    7. Roby Setiadi & Kardison Lumban Batu & Harry Soesanto, 2017. "Does an Environmental Marketing Strategy Influence Marketing and Financial Performance? A Study of Indonesian Exporting Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 177-192.

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