The passive house standard is currently promoted massively in the region of lower Saxony in Germany. In the course of this development there are attempts to also develop passive house supermarkets in order to reduce the high energy consumption of these buildings. However the circumstances causing the high consumption are rather differing, raising the question whether a passive house supermarket as a brand makes sense. The presentation will consist of an introduction to the problem branding a low energy consumption market a passive house market pointing out the differences in concepts and demands. The concept for reducing the energy consumption in the markets will focus on the available climate technology and the consumption behaviour of the consumer as the dominant factor in economical decision making.