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

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