In the last column, Mare noted several legislative aspects that have impact on environmental branding. As much as environmental brands will be driven by consumer demand, they will also be shaped from the top down in legislative processes and regulation.
The regulatory aspects come with implicit costs. These costs are in the form of increased costs directly assigned to consumers, and costs to the company that are indirectly passed on to the consumer. These costs can be in the form of operational costs or penalties and levies.
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