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Title: Environmental orientation of consumer behavior: motivation component
Authors: Смерічевський, Сергій Францович
Smerichevskyi, Serhii Frantsovych
Князєва, Тетяна В'ячеславівна
Kniazieva, Tetiana Viacheslavivna
Колбушкин, Юрий Петрович
Kolbushkin, Yurii Petrovych
Keywords: ecological imperative
ecological product
ecologically oriented consumer behavior
ecologically responsible marketing concept
life quality
anthropogenic impact
Issue Date: 2018
Publisher: LLC “Consulting Publishing Company “Business Perspectives”
Citation: Smerichevskyi S., Kniazieva T., Kolbushkin Y. Environmental orientation of consumer behavior: motivational component // Problems and Perspectives in Management / LLC “Consulting Publishing Company “Business Perspectives”, - 2018 - 16(2) - р. 424-437.
Abstract: Environmental issues are a priority, since global environmental problem has become perceived as a threat to humanity’s existence. The necessity and timeliness of conceptual marketing approaches revision are dictated by the formation of new economy sector of ecological goods and services, and the environmentally respon- sible marketing concept is being formed. The purpose of the work is to substantiate the environmental factor influence on consumer behavior motives and formation of consumer demand for environmental products within the frame of environmentally responsible marketing. Changes in the external marketing environment lead to changes in the internal environment of the market entity, causing its environmental development. The recorded tendencies and changes in the marketing environment form the marketing ecological imperative, which takes into account the environmental factor in marketing activity of the market player. The research allows to determine the position of ecologically responsible marketing as a basic marketing concept that defines the philosophy and technology of marketing management by socio-economic systems regardless the sphere of the market entity activity in conditions of ecological imperative. The analysis shows that the modern Ukrainian society began to strive not only to purchase and consume desired products, but also to improve and to preserve the ecological situation. In a market environment, the specific marketing activity feature, which changes under the influence of the factor of ecological situation quality deterioration, adds new tasks, concomitant to main classical. The development of the enterprise environmental management system will promote the implementation of environment-oriented goals: formalization of the environmental products concept, environmental products market development, certification programs development, preservation of the environment quality, formation of ecologically oriented consciousness of the society. Considering the understanding of the needs, the motivational aspects of ecologically oriented consumer behavior in the market are stated in the form of the system based on the need for the security. Through the development of eco-responsible marketing tools and their step-by-step introduction into enterprise activity, it becomes possible to develop the ecological products market through the implementation of proactive environmental activity and satisfaction of individual consumer demand.
Description: The marketing ecological imperative is formed due to changes that occur under the inluence of the environmental factor in the system of social values, consumer, competitor and other market participant behavior, growth of natural resources costs and depletion, development and strengthening of environmental legislation and international standards. he abovementioned factors make it necessary to reform the existing marketing concepts and to transform the marketing theory and methodology taking into account the increased importance of socio-ethical and ecological aspects of social relations. Despite the rapid development of environmental marketing concept, many theoretical and practical aspects in this ield of knowledge remain open for studying. In particular, the eco-responsible marketing lays in the frame of sustainable development of socially responsible marketing concept. Increasing enterprise competitiveness by studying consumer needs and developing ways for their efective satisfaction that include elements of ecoresponsible marketing concept are actual and open aspects for modern researches.
ISSN: 1810-5467
DOI: 10.21511/ppm.16(2).2018.38
Appears in Collections:Наукові матеріали кафедри маркетингу

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