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Konsumentenverhalten im Zeitalter der Mass Customization
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Anabel Terns, Ian Towers und Marc Jerusel gehen der Frage nach, welche neuen Konsummuster sich aufbauend auf den Begriffen Individualisierung und Nachhaltigkeit herausbilden knnten. Denn der Trend nach nachhaltigen und individualisierten Produkten ist bereits seit mehreren Jahren sprbar, gilt jedoch weiterhin als Trend fr den Privatkonsum der kommenden Jahre. Im Bereich Individualisierung erlutern die AutorInnen dafr zum Beispiel das Produktionsprinzip der Mass Customization. Nachhaltig Denkende versuchen dagegen, bewusste Konsumentscheidungen zu treffen.
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