THE TRIAD OF GOVERNMENT, FIRMS, AND CONSUMERS ON THE MARKET OF ENVIRONMENTAL PRODUCTS

Abstract

The aim of this study is to describe some main features of the market of environment-friendly products and technologies. Besides a general view on the field, the study highlights special market characteristics that firms need to handle in order to achieve success. The market situation, and effects caused by the actors of the market - the government, the firms, and the customers - are discussed in details. This way, the tools available for the government, the possible strategies and performances of firms, and the levels of environmental consciousness of customers (and the derived `green´ demand) are presented. The possible forms of environmental behaviour of customers and firms are also described. At the end, the author tries to construct a symbolic balance of the market of environment-friendly products with the existing relationships and interactions.