"Зеленая" коммуникация: реакция потребителей на маркетинговые усилия брендов компаний ТЭК в социальных сетях

Abstract

The study examines the "green" communication activity of Russian fuel and energy companies through social media communities in the context of the global energy system transformation, where environmental communication is a means of transmitting sustainability, causing understanding and meaningfulness, benefiting both the company and the environment. The relationship between companies' messages about sustainable development and their impact on the target audience, as well as their perception and intentions to purchase from energy brands in the context of the transition to a low-carbon economy was analyzed. This study examines a new vector of "green" marketing in the way it manifests itself in the social networks of fuel and energy companies, by testing the perception of the brand and the intention to make a purchase based on environmentally conscious posts. The survey was analyzed based on the responses of 217 respondents using the products and services of Russian oil and gas companies on cultural, economic, environmental and social aspects of sustainability, showing that "green" communication is more effective for brands in an environment characterized by high awareness of the needs for sustainability and the need to change certain business processes. Successful "eco" communications contribute to building trust, reputation and a positive impact on the company and its ecosystem. While this tool can bring a lot of added value, inappropriate communication can cause great damage to business reputation. The study shows that oil and gas industry companies should take into account cultural peculiarities when providing information about the company's transition to the "green" side.