Ecologization of market behavior of consumers and management business strategies
- Details
- Category: Content №5 2022
- Last Updated on 30 October 2022
- Published on 30 November -0001
- Hits: 3690
Authors:
Yu.Petrunia, orcid.org/0000-0001-5933-4986, University of Customs and Finance, Dnipro, Ukraine, email: This email address is being protected from spambots. You need JavaScript enabled to view it.
V.Petrunia, orcid.org/0000-0003-4697-9851, University of Customs and Finance, Dnipro, Ukraine, email: This email address is being protected from spambots. You need JavaScript enabled to view it.
R.Oleksiienko, orcid.org/0000-0003-4029-3840, University of Customs and Finance, Dnipro, Ukraine, email: This email address is being protected from spambots. You need JavaScript enabled to view it.
V.Shvets, orcid.org/0000-0001-7261-5993, Dnipro University of Technology, Dnipro, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.
V.Osetskyi,orcid.org/0000-0001-5104-1070, Taras Shevchenko National University of Kyiv, Kyiv, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.
Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu. 2022, (5): 142 - 147
https://doi.org/10.33271/nvngu/2022-5/142
Abstract:
Purpose. To build a theoretical model for ecologization of market behavior of consumers in modern economic conditions and to determine the main types of strategic reaction of enterprises to the ecological factor of business environment.
Methodology. Methods of scientific generalization were applied to formulate the conclusions of research, analysis and synthesis to determine, in particular, the structure of ecological needs and interests. Statistical and graphical analysis showed dynamics of the market of ecological goods and consumers preferences. The comparison method was used for characterizing the strategical approaches to understanding the processes of market ecologization, the ecological marketing peculiarities.
Findings. Components of the process of ecologization of consumers behavior (needs for security; needs for ecological safety; ecological interests; ecologization of the market demand) are consistently identified and substantiated. Structure of needs for ecological safety and their influence are defined (providing the reproduction of natural resources; safe natural environment; safe goods). The first two groups of needs form interests in ecological conditions of management, the third one in ecological properties of goods. Factors of ecological interests were divided into two groups endogenous and exogenous. Two possible strategic management approaches (adaptive and expansionary) to respond to the ecologization of consumers behavior are highlighted. Peculiarities of positioning, segmentation, communication and pricing policy of enterprises focused on the business use of trend of ecologization of market behavior of consumers are considered.
Originality. A theoretical model for ecologization of market behavior of consumers in modern conditions was created on the basis of using the system approach. There was given further development to definition of such concepts as: needs for ecological safety; ecological interests of market agents-consumers; ecologization of demand; ecological goods. Definitions of factors influencing the consumers interests in ecological properties of goods were improved due to their dividing into endogenous and exogenous groups with further structuring. Two possible practical strategic management approaches (adaptive and expansionary) to reacting to ecologization of demand were substantiated. Peculiarities of components of ecological marketing were determined.
Practical value. Results of the research can be used by managers for raising the level of analytical work as to taking into account the ecological component of business environment, consumers behavior and improvement of marketing strategies of enterprises.
Keywords: consumers, ecological marketing, management, strategy, enterprise, external environment
References.
1. Sadchenko, E.V. (2011). Methodical bases of market segmentation taking into account environmental restrictions. Marketynh i menedzhment innovatsiy, 1, 225-232.
2. Decker, F. (2019). Natural Environmental Factors That Affect Business. CHRON. Retrieved from https://smallbusiness.chron.com/natural-environmental-factors-affect-business-13235.html.
3. Bush, T. (2016). PESTLE Analysis: Environmental Factors Affecting Business. PESTLE Analysis. Retrieved from https://pestleanalysis.com/environmental-factors-affecting-business/.
4. Chukurna, O.P. (2017). The role of the ecological factor in marketing pricing. Retrieved from https://conf.ztu.edu.ua/wp-content/uploads/2017/01/440.pdf.
5. Emmer, M. (2019). Ecological trends impacting business in 2020 and beyond. VISTAGE. Retrieved from https://www.vistage.com/research-center/business-financials/economic-trends/20191125-ecological-trends-in-business-2020/.
6. Liesionis, V., & Pilelien, L. (2009). Influence of the ecological factors on consumers choice. ResearchGate. Retrieved from https://www.researchgate.net/publication/308209804_Influence_of_the_ecological_factors_on_consumers%27_choice.
7. Morris, T. (2022). Green consumerism: who cares about the environment? GWI. Retrieved from https://blog.gwi.com/trends/green-consumerism/.
8. Danko, T.I. (2017). Features of development of the domestic market of ecologically clean goods. Ekonomika i suspilstvo, 8. Retrieved from https://economyandsociety.in.ua/journals/8_ukr/42.pdf.
9. Petrunia, Yu.Ie., & Petrunia, V.Iu. (2016). Strategic management decisions and ecological component of the external environment of enterprises. Naukovyi pohliad: ekonomika ta upravlinnia, 1, 23-29.
10. Pylypenko, Yu., Pylypenko, H., Lytvynenko, N., Tryfonova, O., & Prushkivska, E. (2019). Institutional components of socio-economic development. Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu, (3), 164-171. http://doi.org/10.29202/nvngu/2019-3/21.
11. FIBL Statistics (n.d.). Organic markets and trade. Retrieved from https://statistics.fibl.org/world/markets-trade-world.html.
12. Varenyk, N. (2014). Not to myself, but to people. Dzerkalo tyzhnia. Ukraina, 48-49.
13. PwC (2021). Preparing to work with a new generation of consumers today: The future of consumer markets. Retrieved from https://www.pwc.com/ua/uk/survey/2021/future-of-consumer-markets-ukr.pdf.
14. PwC (2021). Love and calculation in the relationship between consumers and retailers. Consumer behavior research. June 2021. Retrieved from https://www.pwc.com/ua/uk/survey/2021/pwc-ukraine-customer-survey-2021-ukr.pdf.
15. PwC (2021). The global consumer: Changed for good. Global Consumer Insights Pulse Survey. June 2021. Retrieved from https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey/archive/consumer-insights-survey-2021.html.
16. Climate Action (2021). WWF: Huge rise in demand for sustainable goods during Pandemic. Retrieved from https://www.climateaction.org/news/wwf-huge-rise-in-demand-for-sustainable-goods-during-pandemic.
Newer news items:
- Peculiarities of developing global value chains in the Context of chemical industry - 30/10/2022 01:53
- Concept of national innovation system: etymologization and complications of management - 30/10/2022 01:53
- The role of innovative technologies in ensuring the competitiveness of the enterprise - 30/10/2022 01:53
- Model of business processes of delivery of goods during martial law - 30/10/2022 01:53
- The depiction of cybercrime victims using data mining techniques - 30/10/2022 01:53
- Monitoring as a component of the course “Life safety and labor protection” - 30/10/2022 01:53
- Comparative analysis of efficiency criteria for investment projects - 30/10/2022 01:53
- A new approach on AI application for grounding resistor prediction in underground mines of Vietnam - 30/10/2022 01:53
- Investigation of the influence of hyperthermia and soil pollution with the petrochemicals on test objects using the method of mathematical planning - 30/10/2022 01:53
- Efficiency assessment of water resources management and use by simplified indicators - 30/10/2022 01:53
Older news items:
- Entrepreneurial structures of the extractive industry: foreign experience in environmental protection - 30/10/2022 01:53
- Dichotomy of legal provision of ecological safety in excavation, extraction and use of coal mine methane - 30/10/2022 01:53
- Planning models of sanitary protection zones around mode-forming objects - 30/10/2022 01:53
- Criminal liability for illegal mining: analysis of legislative novelties - 30/10/2022 01:53
- Legal security of environmental safety under the conditions of marital state in Ukraine - 30/10/2022 01:53
- A risk of pulmonary diseases in miners while using dust respirators - 30/10/2022 01:53
- Problems of development of innovative power supply systems of Ukraine in the context of European integration - 30/10/2022 01:53
- Estimation and forecasting of carbon dioxide emissions from coal-fired thermal power plants in Ukraine - 30/10/2022 01:53
- Mathematical simulation of autonomous wind electric installation with magnetoelectric generator - 30/10/2022 01:53
- Experimental evaluation of fire hazard of lithium-ion battery during its mechanical damage - 30/10/2022 01:53