Research of consumer behavior in environmental marketing

Abstract

The relevance of the research topic is determined by the prospects of Ukraine's accession to the European Green Course and the resulting need to intensify efforts to form and constantly increase demand for environmental goods and services. A significant role in this issue is given to environmental marketing, namely – the study of consumer behavior of environmental goods and services, environmental market segmentation, selection of target groups and development of marketing strategies for each of them. Much attention is paid to these issues in our work. The article also contains a theoretical analysis of different approaches to the formation of a model of consumer behavior of environmental goods and services. We focused on the peculiarities of the application in environmental marketing of economic, psychological and social approaches to the formation of behavioral patterns of different groups of consumers in relation to the environmental friendliness of goods. We also considered the features of marketing strategies to attract different groups of "green" consumers and the main tools of environmental orientation of the consumption structure. Last one include eco-labeling, eco-branding, consumer information orientation on sustainable products, editing consumer choices and nudge. We made a conclusion that consumers of ecological goods should be considered as a dynamic structure that is constantly changing based on the growing awareness of buyers and their understanding of the problems of sustainable development and requires constant monitoring. In Ukraine, "green buyers" can be an excellent target group of high-value market segment, which is not yet sufficiently developed. The use of environmental marketing tools will help direct consumer demand for sustainable products and stimulate the development of environmental entrepreneurship.