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Операционализация понятия "Экологичность" на основе изучения потребителей экологических продуктов питания
Objective: to operationalize the concept of "sustainability". Discussion: consumers are changing their attitude to the sustainability of food products. The trend towards a healthy lifestyle, responsible consumption, care for the environment affects a wider range of buyers. According to a study by Euromonitor in 2017, the shift in environmental attitudes towards greater consciousness is one of the five most powerful forces influencing consumer behavior up to 2030. [1] Changing market sentiment forces manufacturers and companies in the retail sector (we accept the concept of "retail" and "retail" ("retail") as equivalent) (especially in the FMCG segment) (FMCG (eng. fast moving consumer goods) - translated as "everyday goods") take into account the increasing role of environmental friendliness in making management decisions. Results: implemented a two-stage study, collecting and arranging the characteristics of environmental friendliness. The results are useful for both producers and retailers seeking to win the favor of environmentally minded consumers. Scientifically based understanding of the environmental factor as determinants of the decision to purchase an eco-product will help companies to target the product more accurately, creating a clear marketing positioning.