Profiting from green consumerism in Germany: Opportunities for developing countries in three sectors: leather and footwear, textiles and clothing, and furniture.

Although at a somewhat slower pace in recent years, “green consumerism” has been on the rise in Germany and is increasingly bearing upon markets of key export interest to developing countries. The present report reviews the consequences of this phenomenon in Germany for the export opportunities of developing countries in three sectors: textiles and clothing; leather and footwear; and timber and furniture. It aims at providing information for exporters in developing countries on the main manifestations of “green consumerism” , such as eco-labelling initiative and environment-related standards and regulations, and suggests market-oriented strategies for suppliers in developing countries which may help them take advantage of “green consumerism. The report consists of six chapters. After a brief introductory chapter, chapter 2 analyses the greening of the demand side in Germany, and reviews the environmental awareness and purchasing behaviour of German consumers. It also analyses the willingness-to pay more for environmentally preferable products in the three target sectors. Chapter 3 provides an overview of eco-labelling and environment-related standards and regulations in those sectors. Chapter 4 analyses the greening of the supply side in Germany. It describes the latest eco-trends in the three sectors and gives examples of the development “green” markets and associated cost effects. It also analyses specific government support policies and autonomous initiatives of the private sector. Chapter 5 reviews promising export strategies for developing countries. Finally, chapter 6 sets out a number of general conclusions and possible follow-up activities. An appendix lists the addresses of relevant public and private authorities, organizations and associations associations in order to facilitate contacts between exporters and importers.The report concludes that export-oriented firms in developing countries should be encouraged to pursue a pro-active strategy that not only relies on short-term exploitation of comparative cost advantages, but also attempts to narrow the technological gap between developed and developing countries. For this purpose, suppliers in developing countries should closely assess the existing and emerging environmental requirements of export markets and investigate, with the assistance of German partners, new technological opportunities. Since a central body for collection and distribution of relevant information does not exist in Germany, forms of continuous exchange of information and experts should be established with organizations, such as the Federal Environmental Agency (UBA), the Association for Technological Cooperation (GTZ), and central and regional chambers of commerce. Another way of intensifying cooperation could be the establishment of “company partnerships” between eco-pioneers in Germany and exporting firms.