Концептуальные основы экологического маркетинга и экологического продукта

Экономика и управление. 2020. № 26 (6). С. 665–671.

Багнюк Д. В., Lebedev A. V.

The presented study examines the concepts of “environmental marketing” and “environmental product”. The study attempts to conceptualize these terms in the Russian language with allowance for the concept of sustainable development and the principles of the circular economy.
Aim. The study aims to develop the conceptual foundations of environmental marketing and its derivative — environmental product, laying the groundwork for future research in specifying the concepts of “environmental marketing” and “environmental product”.
Tasks. The authors examine the current state of environmental marketing and environmental product in Russia in terms of legislation and market practices; analyze the evolution of these concepts in foreign and Russian publications; systematize experience in this field; provide an original conceptualization of these terms; operationalize their key characteristics and features.
Methods. This study is based on qualitative empirical research using such methods as content analysis, synthesis, formalization, and systematization. The theoretical and methodological approach of the study is based on the works of foreign and Russian scientists in the field of environmental marketing, the “green” approach to the promotion of goods, and sustainable enterprise development.
Results. A research gap in the conceptualization of “environmental marketing” and “environmental product” in the Russian language is identified. The authors provide an original interpretation of these concepts with allowance for the principles of sustainable development and “green” promotion.
Conclusions. This study serves to elaborate on the scientific meaning of the concept of “environmental friendliness” applicable in marketing, changing the trend of the increasing number of products that fall under the definition of greenwashing. The published materials can be useful for environmental consultants, marketers, and representatives of legislative authorities in certifying products according to environmental standards.

Keywords: устойчивость, «зеленый» маркетинг, green marketing, Sustainability, environmental marketing, экологический маркетинг, экопродукт, экопотребитель, ecological product, ecological consumer