CONSUMER BEHAVIOR IN THE SYSTEM OF SUSTAINABLE MARKETING: DIRECTIONS OF TRANSFORMATION
Journal Title: ЕКОНОМІЧНИЙ ДИСКУРС - Year 2017, Vol 1, Issue 1
Abstract
Introduction. The theme of sustainable development and ecological safety nowadays is entered into all spheres of human life. Marketing is not an exception, since all its stages, it is directly associated with the use of natural resources, waste management, recycling and other forms of direct or indirect influence on the environment and society. Methods. The basis of the study is an analysis of researches and publications devoted to the subject of sustainable development, responsible consumption and their connection with the marketing activity of the enterprise. Thus, the following methods are study during the study: the method of theoretical synthesis, monographic, historical, abstractive and logical methods. Results. The article considers sustainable marketing as a tool for not only more efficient market activity, but also for effective reconfiguration and transformation of consumers' attitude to their way of life as a practical reflection of their place and role in the present and future of their families, communities, countries and the planet in general. The author defines the specifics of the market segmentation depending on personal values and beliefs of consumers about environmental, social, and environmental problems. Perspectives. The directions for realization of marketing efforts aimed at formation and supporting of sustainable consumption models are proposed in the article.
Authors and Affiliations
Larysa Kozyn
Keywords
Related Articles
- EP ID EP310898
- DOI -
- Views 88
- Downloads 0
DEVELOPMENT OF RURAL REGIONS OF UKRAINE IN CONDITIONS OF DECENTRALIZATION OF MANAGEMENT: STATE, PROBLEMS, PERSPECTIVES
Excessive centralization of power within the existing system and technologies of state administration "from top to bottom" was one of the reasons for the stagnation of the economy and the decline of rural areas. An urgen...
MARKETING FIELD RESEARCH OF COMMERCIAL ACTIVITY OF FARMS
Introduction. Reforms in Ukraine’s agrarian sphere of economy have resulted in appearance of various forms of economic entities basing on private ownership and principals of economic independence. One of the directions o...
VERTICAL INTEGRATION AS A FACTOR OF ENHANCING COMPETITIVENESS OF FARMING HOUSES
Introduction. Globalization processes in economy, transition towards sustainable development model require new ways of adaption to competitive environment. In situation of uncertainty, competitiveness agriculture depends...
STRATEGIC APPROACHES TO PERSONNEL MANAGEMENT OF AGRICULTURAL ENTERPRISES
Introduction. The importance of personnel management on a strategic basis is determined by the importance of its willingness to work effectively in the long term.This is due to the improvement in its qualification level...
DEVELOPMENT OF THE EXCHANGE MARKET FOR AGRICULTURAL PRODUCTS: CURRENT TRENDS AND CHALLENGES
Introduction. The development of the stock market of agricultural products is one of the important theoretical and practical problems of modern economic science and is the result of the effective implementation of econom...