Turning a private label of an eco-product seller into a sustainability brand is the path to responsible consumption

Черенков, Виталий; Старов, Сергей; Gladkikh, Igor V.; Кирюков, Сергей; Назаренко, Екатерина

doi:10.36627/2074-5095-2021-3-3-194-207

Маркетинг И Маркетинговые Исследования

2021

DOI: 10.36627/2074-5095-2021-3-3-194-207

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Turning a private label of an eco-product seller into a sustainability brand is the path to responsible consumption

Виталий Черенков¹,

Сергей Старов²,

Igor V. Gladkikh³

et al.

Abstract: Анализ стейкхолдеров на примере российских предприятийАннотация. В первой части статьи рассматриваются теоретико-методические вопросы и практика взаимодействия бизнеса и стейкхолдеров в условиях развития корпоративной социальной ответственности. В статье представлены теория стейкхолдеров Фримена и авторская систематизация групп и состава стейкхолдеров. Стейкхолдеры разделены на внутренних, то есть, тех, которые напрямую влияют на стратегическую и оперативную деятельность, и внешних, то есть, тех, которые косве… Show more

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Cited by 3 publications

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Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes

Aleksanova,

Sheresheva,

Valitova

et al. 2024

Upravlenets

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The issues of green marketing, its impact on consumer behaviour, and the evolution of retail chains’ private labels (PLs) are well-covered in scientific literature. However, there is a lack of comprehensive research addressing the interconnection of these three aspects. The paper explores the factors affecting consumer decisions to purchase green private labels and identifies what product attributes Russian consumers associate with being green, i.e., safe for both the consumer and the environment at all stages of production, sales and disposal. The methodological basis of the study resides in relationship marketing theory, consumer choice theory, value perception theory and the concept of sustainable development. The data for the empirical study were obtained from in-depth expert interviews with retail chains’ representatives and respondents’ survey. The data were processed using correlation and regression analysis, as well as content analysis. The research results indicate that the price of private labels is not the sole factor in consumer choice: it is influenced by both socio-demographic characteristics of respondents and additional properties of PLs, including a set of green attributes, informative packaging, social orientation of private labels, etc. The findings of the study are valuable for planning marketing campaigns to promote PLs of retail chains.

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Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes

Aleksanova,

Sheresheva,

Valitova

et al. 2024

Upravlenets

View full text Add to dashboard Cite

show abstract

Research of how private label VkusVill has acquired sustainable brand features

Старов¹,

Черенков²,

Gladkikh³

et al. 2021

Маркетинг И Маркетинговые Исследования

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Implementation of marketing concept of socially responsible consumption in food industry

Наумов¹,

Иванова²

2022

Маркетинг И Маркетинговые Исследования

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Ни одна часть настоящей публикации не может быть воспроизведена или переведена на любой язык в какой бы то ни было форме любыми способами, в том числе путем фотокопирования, записи или применения любых средств хранения и поиска информации. Настоящая публикация содержит обобщенную информацию, поэтому может использоваться исключительно в качестве общего руководства. Представленные точки зрения принадлежат авторам и могут не совпадать с позицией Московской школы управления СКОЛКОВО и/или позицией любых компаний, упомянутых в докладе.

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Turning a private label of an eco-product seller into a sustainability brand is the path to responsible consumption

Cited by 3 publications

References 30 publications

Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes

Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes

Research of how private label VkusVill has acquired sustainable brand features

Implementation of marketing concept of socially responsible consumption in food industry

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