Development potential and marketing concept of the German Ecolabel Blue Angel

The Blue Angel forms an important part of product-related environmental protection in Germany. It is the oldest environmental label in the world, and, in Germany, regarded as the central point of reference for sustainable innovation in products and services. However, the popularity of the Blue Angel has decreased slowly but continuously since 2004. Thus, the orientation function of the Blue Angel must be further developed and strengthened, in particular in light of recent societal and economical trends. Objective of the project is therefore the further development of the Blue Angel in terms of content, conception and communication. For this purpose, available scientific knowledge will be analysed and a future-oriented positioning strategy, a target group based marketing concept and new dialogue-oriented communication modules will be developed.