REQUIREMENTS OF ENVIRONMENTAL ECONOMICS IN REGARD TO THE MARKETING OF FORESTRY ENTERPRISES AND FOREST INDUSTRIES

The increased social importance of environmental protection as well as consumer preferences for environmentally compatible products open up new sales prospects for forestry enterprises and forest industries in Germany. Market segments where such wood products are in demand and the criteria relevant for decisions of potential buyers are, however, not yet sufficiently transparent. Quantitative and qualitative market studies are necessary; method for the comprehensive ecological valuation of production processes, wood products, forestry enterprises and forest industries must be developed; many wood-based products available today do not show optimal environmentally favorable characteristics. Marketing strategies which might help the forestry sector to profit from the growing demand for environmentally compatible products are discussed.