Issue №3, 2019

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Research of models of sustainable consumer behavior in the Russian market

 

Full article 

Yuldasheva O. U. — Saint Petersburg State University of Economics, Saint Petersburg, Russia; Doctor of Economics, Professor, Head of Marketing Department e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Solovyeva Yu. N. — Saint Petersburg State University of Economics, Saint Petersburg, Russia; Doctor of Economics, Professor of Marketing Department e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Halina E. V. — Saint Petersburg State University of Economics, Saint Petersburg, Russia; Assistant of Marketing Department e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

DOI: 10.34130/2070-4992-2019-3-36-44

The article presents the results of a long-standing research work devoted to study of the dynamics of the sustainable consumer behavior in the Russian market. In recent years, more and more consumers around the world, including Russia, have been thinking about how their consumer choice affects both their own health and well-being, and the socio-ecological environment. The purpose of the research is to study the dynamics of these changes by assessing the differences in the size of consumer segments identified by their attitudes to sustainable values, as well as to develop the models of sustainable behavior for Russian consumers for each of the segments. The research methodology consists of sequentially conducting two stages of the survey with a five years interval, including questions about the attitude to the current environmental problems and the frequency of sustainable consumer behavior. The survey results were analyzed with the methods of statistical data analysis: factor and cluster analysis. Four segments of Russian consumers were identified according to their sustainable values, the characteristics of sustainable behavior for each of the segments were determined. For these segments, the motives of their sustainable consumer behavior, as well as the barriers to it, are highlighted. They are combined into four models of sustainable consumer behavior for each of the identified segments, which allow to overcome the barriers that prevent the direct transition of the declared sustainable values to sustainable consumer behavior, as well as activate motives that contribute to choosing a sustainable lifestyle.

Keywords: Sustainable development, consumer behavior, sustainable values, sustainable consumption, models of sustainable consumer behavior.

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For citation: Yuldasheva O. U., Solovyeva Yu. N., Halina E. V. Research of models of sustainable consumer behavior in the Russian market // 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. 2019. No. 3. Рр. 36–44. DOI: 10.34130/2070-4992-2019-3-36-44