Green economy: a role of IMC in formation of public consciousness

Abstract

The article considers the system-forming role of integrated marketing communications as a means of building a dialogue and finding a compromise between business, government and society. The impact of integrated communications on the formation of conscious consumption and care for environment in the countries of the world and in Russia has been estimated. The absence or insufficient efforts of the state to inform a consumer about environmental initiatives which form a negative or neglectful attitude to eco-activism as a whole have been revealed. Vice versa, carefully planned and purposeful actions to form introduce environmental initiatives and inform the target audience about them lead to a positive response from business and public, conscious adherence to established rules and regulations (separate collection of waste, reduction of consumption, saving of natural resources, saving production and etc.) and the formation of additional voluntary commitments and initiatives. As a result of the research, it was proposed to introduce the concept of re-use, reduce, recycle in Russia, both by companies and households.