LOHAS Book by Laura Kremer UAE-Bookswagon
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LOHAS

LOHAS


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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, Hochschule Hannover, Sprache: Deutsch, Abstract: Die Welt is(s)t Bio: Verkaufsregale von Supermärkten und Discountern sind mit Bio-Produkten gefüllt, auf knapp 60.000 Produkten (Stand: Mai 2010) prangt mittlerweile das staatliche Bio-Siegel. H&M bietet neben dem üblichen Sortiment "Bio-Baumwoll-Kleidung" an und statt All-Inclusive-Urlaub im Süden verreist man wieder im eigenen Land. Kaum ein Medium hat noch nicht über den "Bio-Boom" oder Themen wie Umweltschutz, Nachhaltigkeit und den Klimawandel berichtet. Eine starke globale Nachhaltigkeitsbewegung und ein neuer Konsumtrend hin zu mehr Nachhaltigkeit haben sich in den letzten Jahren hervorgetan. Statt ausschließlich billigen Waren fordern Konsumenten zunehmend qualitative und biologische Produkte von nachhaltig engagierten Unternehmen. "Nachhaltigkeit" ist als Begriff jedoch nicht nur in Umwelt- und Non-Profit-Organisationen (NPO's) präsent, sondern findet sich immer häufiger auch auf der Agenda von Unternehmen wieder. Großkonzerne und Unternehmen aus mehreren Branchen haben den gesellschaftlichen Bewusstseinswandel erkannt und wollen sich ein Stück des "großen grünen Kuchens" abschneiden. Um gezielt die nachhaltigkeitsfokussierte Zielgruppe anzusprechen setzen sie auf CSR-Aktivitäten, investieren in umweltschonende Produkte und kommunizieren aktiv ihr unternehmerisches Engagement. Durch eine professionelle CSR-Kommunikation wollen sie den kritischen und hinterfragenden Konsumenten von ihrem Einsatz für gesellschaftliche und umweltpolitische Problemfelder überzeugen. Diesem Wunsch der Konsumenten nach mehr nachhaltigem Engagement, auch auf Unternehmensseite, ist eine ganze Bewegung entsprungen: Seit 2003 wird immer wieder vereinzelt von einer neuartigen Zielgruppe berichtet und seit 2006 erscheinen vermehrt Publikationen, die sich mit dem LOHAS-Phänomen (Lifestyle of Health


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Product Details
  • ISBN-13: 9783640838493
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 177 gr
  • ISBN-10: 3640838491
  • Publisher Date: 23 Feb 2011
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Sub Title: eine neue Zielgruppe für die Unternehmenskommunikation?: Ethisch korrekte Konsumelite oder grüne Langweiler?
  • Width: 148 mm


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