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
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