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Branding sustainability: Opportunity and risk behind a brand-based approach to sustainable markets

The need for sustainable market exchange

Introducing sustainability as a core value and practice in business is said to be one of society’s most promising means for safeguarding natural resources and eco-systems. This has led to much interest in how to integrate sustainability into the market-economic system. This view is expressed in the European Commission’s (2008) Sustainable Consumption and Production and Sustainable Industrial Policy Action Plan, which aims at combining the benefits of economic activity with the principle of sustainable development.

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