ECOLOGIZATION OF RETAIL: AN ANALYSIS OF STRATEGIES

Abstract

In modern world, lean consumption and a healthy lifestyle are gaining popularity. This trend has a strong impact on retail trade, which does not have time to fully meet the growing demand for eco-products. Therefore, the purpose of this work is to identify and analyze various strategies that allow retailers to meet the identified needs of consumers. General scientific methods of analysis and synthesis and case analysis of the “Vkusville” and “Magnit”retail chains were used in this article. The authors emphasize the need for greening all processes related to the retail trade. These include ecologization of consumption, ecologization of the consumer environment, and product ecologization. The paper offers a classification of the level of implementation of product ecologization at retail enterprises into starting, basic, advanced and system. The article also identifies the reactive and proactive role of retail operators in implementing environmental consumption standards. In conclusion, the authors emphasize the need to develop a comprehensive strategy for greening, rather than implementing targeted measures that will meet the demand for eco-products. The authors also warn retailers against introducing pseudo-ecological solutions aimed only at creating a positive image, and emphasize the need to encourage consumers to switch to new environmental standards of consumption. Highlights: – the trend of ecological transformation is typical for the contemporary retail business; – main directions of ecologization are product ecologization, ecologization of customer’s environment and ecologization of consumption; – retail companies must develop a strategy of ecologization.

Keywords

• ритейл
• торговля
• экологизация
• эко-товары
• формат торговли
• магазин
• розничная торговля