When the economical crisis began, many people were afraid of the effects on green retailing, that companies would choose for cost savings instead of social responsability. Partly this happened, retailers competing on price without thinking to much of the environment, but we also some innovative new initiatives to develop environment-friendly retail projects.
Research shows that 59% of the Dutch people is prepared to pay an extra for more sustainable products and/or services.
Below we give some examples of the Dutch retail sector of how some of the mayor players adapted to environmental-friendly and honest retailing.
Maxeda, the organization of 11 retailers launched a program called “keen on green”.
La Place for example serves only Max Havelaar coffee and biological tea
De Bijenkorf launched a clothing brand “Pure”, all products made of biological cotton
V&D increased the assortment of with a lot of new green products
DIY-markets Formado and Praxis increasingly add new construction materials which are used to make houses more environmental friendly, they even decreased the format of the leaflets which are now printed on environmental friendly paper.