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Advancement of the Blue Angel to Increase Awareness Among Consumers - a Positioning Strategy

The Blue Angel is the oldest environment- related label in the world and constitutes a central orientation mark for eco-friendly products and services in Germany. Nevertheless a gap between the public awareness of the Blue Angel and its relevance for consumption is apparent. While awareness in Germany is ranked at 76%, merely 34% consider the ecolabel during their purchase – and the trend declines. The image is considered less modern and has forfeited its day-to-day relevance. Since the modernisation process of the Blue Angel is highly integrative and dynamic, it is necessary to position the Blue Angel strategically and politically on the basis of available scientific findings and develop guidance that raises the visibility on the market and for the public; emphasizes the benefits of the ecolabel; motivates consumers to use the ecolabel; and increases awareness.

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