Consumer Demand for Environmental Friendliness as a New Round of Modern Marketing Development
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Department of Management and Innovation, Financial University under the Government of the Russian Federation, Moscow, Russian Federation
Department of Financial Markets and Financial Institutions, Kazan Federal University, Kazan, Russian Federation
Department of Marketing and Sports Business, Financial University under the Government of the Russian Federation, Moscow, Russian Federation
Department of State and Municipal Finance, Plekhanov Russian University of Economics, Moscow, Russian Federation
Department of World Economy and International Economic Relations, State University of Management, Moscow, Russian Federation
Submission date: 2023-04-06
Final revision date: 2023-05-10
Acceptance date: 2023-05-20
Online publication date: 2023-07-24
Publication date: 2023-08-11
Corresponding author
Astghik Khachatryan   

Financial University under the Government of the Russian Federation, Russia
Pol. J. Environ. Stud. 2023;32(5):4095-4111
Research into the consumer demand for environmental friendliness is highly relevant. The growing attention of consumers to environmental issues creates new opportunities for businesses that can use this demand as a new stage of development. In addition, marketing strategies aimed at increasing the environmental awareness of consumers and offering environmentally friendly goods and services can increase the competitiveness of companies and their profits. The purpose of this study was to investigate the correlations and interdependencies of the main “green” consumption motivations in the countries of the post-Soviet economic space to determine effective strategies for the production and promotion of eco-products in these markets. The purpose of the study was achieved through the implementation of a comprehensive multi-country research project based on the collection and analysis of primary information (research of consumer motivations). The testing result of the proposed methodology on the example of urban consumers in Kazakhstan, Azerbaijan, and the Russian Federation showed insufficient readiness of consumers in the post-Soviet economic space to adopt “green consumption”. At the same time, the formed mathematical models of the readiness to purchase dependencies confirmed the greatest readiness of consumers to purchase goods that can be used without harm to human health, while purchasing goods whose disposal does not harm the environment was the least appealing to consumers. The analysis of two-dimensional distributions according to the residence countries did not reveal statistically significant differences by country, confirming the representativeness of the results for urban residents in the post-Soviet economic space. The practical significance of the study is that it allows businesses to evaluate their environmental concept and adapt it to the needs of consumers. Thus, companies can improve their products and services in terms of environmental safety and develop an effective marketing strategy.
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