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Подходы к сегментации потребителей экологических продуктов
Environmental marketing is aimed at satisfying the desires of consumers, taking into account the minimal impact on the environment. Its goal is a growing number of eco-conscious consumers. The article is intended to expand the research base of Russian consumers of environmentally friendly products, identify segments to improve the effectiveness of marketing activities. In a theoretical review, 45 Russian and foreign sources of literature were studied. The empirical part of the work is represented by a quantitative analysis of 280 relevant respondents using cluster analysis, the ANOVA method, and the construction of a classification trees. As a result, two statistically significant segments and two classification trees with the predictive power of 64% and 46% were obtained. It is applied paper that updating the international phenomenon of responsible consumption on Russian material.