As we live in a consumer society, people nowadays possess the power to exert great pressure on market supply. The demand of the costumers determines and regulates what kind of products become successful or not. Sustainable products are on the run and constitute a convenient way of expressing one’s ecological mindset, as well as a possibility to satisfy the guilty conscience. The media are an important tool, when it comes to information transmission and trend setting. Therefore they are of vital significance, when it comes to influencing consumer behaviour. This book analyses and assesses the factors affecting ecological awareness and conduct, also in regards to the purchase of sustainable products. The focus is specifically set on the environmental behaviour of adolescents and Fairtrade products, as representatives of sustainable goods; both key points being connected by the media and other factors.