Samenvatting

Main research question: “What are the steps towards successful, lasting green marketing in retail business in Germany? ” – Subquesions: What is the green fashion-landscape in Germany currently like? What is- in order to develop effective strategies- the customers’ attitude towards green fashion, how broad is their knowledge? What is the single best way of applying good, effective green marketing in terms of generating sales or enhancing sales by at least 5 %?