Background: At a time of increasing environmental concems, the reconsideration of our current pattems of consumption is evident. Companies are forced to change their supply of goods and services in order to meet these new requirements aiming to respect the environment and to protect the natural resources. Therefore, eco-design is part of these practices put in place by companies concemed about their environmental impact, and aware of the relevance of sustainable development. Taking environmental aspects into account during the design phase of a product represents a path for the future for companies. But what about consurners' behaviours regarding these practices? Despite growing consumer awareness of sustainable development issues and the need for more responsible and reasonable consurnption, there is still a gap between their will and their actions to protect the environment. Purpose: The research outcome of this investigation is to provide with a greater comprehension of the behavioural-intention gap in the consurnption of green products. This study explores the environmental consciousness of Millennials as well as their pattems and habits in purchasing eco-friendly products. Furthermore, this paper aims to provide with a general framework of Millennials' green consurner behaviour and to examine responsible consurnption by comparing the involvement of France and Germany. Method: To do so, a defined research methodology has been used. Ten semi-structured interviews have been conducted among French and German Millennials in order to carry out a qualitative inductive approach. Data collected have been analysed and interpreted in order to assess the general involvement of Millennials in green consumption and to perform a comparison between the two countries.

Highlights the challenges ahead for business managers and politcial leaders on the issues of green business and sustainability, with insights from experts in the key markets and regions

Are profits and sustainability compatible? This book brings unique perspectives to this key debate by exploring the history of green entrepreneurship since the nineteenth century, and its spread globally in industries including renewable energy, organic food, natural beauty, ecotourism, recycling, architecture, and finance. The book uses the lens of the extraordinary and often eccentric men and women who defied convention and imagined that business could help save the planet, rather than consume it. The social and religious beliefs that drove many of these individuals are explored as the book looks at how they overcame huge obstacles to execute their strategies. The green entrepreneurs seen here are shown to have created new markets and industries, and driven innovations in sustainable practices, even at times when most consumers and governments marginalized the entire subject. The struggles of early pioneers appear to have been rewarded by the growth of environmental awareness among consumers, business leaders, and others in recent years, but the Earth's environmental health continues to deteriorate. If profits and sustainability have proved challenging to reconcile, the book argues that one reason was how they were both defined.

Green business is here. It is a multi billion business with enormous growth potential, driven by megatrends such as demographic change, climate change and urbanization. It is driving the transformation of existing businesses and changing the way customers and suppliers act, forcing them to rethink their business strategy.

Investigating over twenty cases, this OECD report examines how environmental requirements can become trade barriers for developing countries.