Issue №3, 2017

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Sustainable marketing and barriers for sustainable consumption

 

Yu. N. Solovjova, St. Petersburg State University of Economics (St. Petersburg, Russia)

E. V. Khalina, St. Petersburg State University of Economics (St. Petersburg, Russia)

O. U. Yuldasheva, St. Petersburg State University of Economics (St. Petersburg, Russia)

Full article 

The phenomenon of “sustainable marketing” and “sustainable consumption” are considered in this article. Sustainable consumption is analyzed in comparison to traditional consumption and modern consumerism, offers comparative analysis of different types of consumer behavior. Results of the empirical qualitative research are described, which allowed identifying the most common barriers for sustainable consumption on the Russian market (absence of infrastructure, added costs, lack of knowledge). The role of sustainable marketing in overcoming the barriers for sustainable consumption is discussed.

Keywords: Sustainable development, sustainable marketing, sustainable consumption, barriers for sustainable consumption, motives of sustainable consumption, types of consumer behavior.

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For citation: Solovjova Yu. N., Khalina E.V., Yuldasheva O.U. Sustainable marketing and barriers for sustainable consumption // Corporate governance and innovative economic development of the North: Bulletin of the Research Center of Corporate Law, Management and Venture Capital of Syktyvkar State University. 2017. № 3. P. 35-43.