Abstract:

As the ecological problems are getting worse, the consumers thoughts about the environmental protection have led to the diversification in consumer buying approach towards a green lifestyle. Therefore, companies are taking action to develop potential ecological approaches in the green market industry. Green marketing is an evolving concept of marketing that includes issues like eco-friendly products, packaging, labeling, etc. The article focuses on factors that influences consumption of eco-friendly products. Research examines how knowledge about green products of consumers effects the consumption of them. The article analyzes thoughts and attitudes of Russian consumers about different characteristics of eco-friendly products, packaging and other. Results of the survey might be used by different organizations: government structures, retailers, producers, marketing agencies and others. Using green marketing concept can help to increase products sales, attractiveness, company’s income and image. For long-term and significant changes in behavior, it is necessary to develop environmental values through education and support of green markets in the state.