Eco-consumer standards for people with complex purchasing behaviour

Abstract

Green marketing relevance is recognised worldwide and is confirmed not only by the media, but also by international organisations such as the United Nations, WHO, etc. One way of applying the ecological approach is to develop an ecological consumption standard and to promote an ecological behaviour model. The purpose of this article was to describe the process of creating and developing standards of ecological consumption in different markets for people with complex purchasing behaviour. The article considered methodologies for analysing consumer behaviour with regard to environmental values, and described the process of developing a standard for ecological consumption. The authors studied behaviour at the stage of product selection, when using the product, and when disposing of it. The article describes the results of a study of different categories of consumers, taking into account their behaviour on the markets: food (milk), cosmetics (shampoo), luxury goods (car). Based on the results of the study, environmental consumption standards are proposed for the three markets.