GENDER ASPECTS AND GREEN MARKETING: CASE FOR UKRAINE

Abstract

The paper focused on the analysis of the gender factors under the developing of a marketing program to promote green goods. With the purpose to identify the scientific schools on this theme, the bibliometric analysis was conducted. In 2013 year and 2019 year, there was a significant increase in the number of publications which focused on the investigation on green marketing issues. Such trends could be explained by the growing level of interest of the world community in environmental issues. The findings allowed concluding that green marketing is considered by scientists in linking with such scientific areas as health economics, social development, economic development. The scientific community studied the gender and age parameters as key factors in the effective implementation of green marketing. In order to determine the role of gender and age factors in decision-making on the purchase of environmental goods, the survey of 176 students from Sumy State University (Ukraine) was conducted. The findings confirmed that women were more aware of environmental products than men, and 84.1% of women prefer to buy environmental products. It was determined that the most popular eco bags are shoppers – 54.5% among respondents, in second place – garbage sorting (49.4% among respondents), in third place – the rejection of plastic (48.3% among respondents). It was found that 77.8% of respondents are looking for eco-products in the category of food. Male respondents of all age are most looking for eco-goods in the category of household goods (55 respondents). Male respondents do not follow modern eco-trends and do not pay much attention to environmental labelling. Women, on the other hand, are more aware of environmental issues and often support eco-trends. The generalized results showed that one of the factors that reduce the effectiveness of green marketing was the low level of awareness of students on the nature and importance of eco-products. It was found that gender should be considered during the selection of communications channels with students and green marketing tools for the promotion of environmental products.