Abstract
The economic damage from environmental pollution is significant; therefore, environmental protection has become an urgent problem in recent decades. The greening of the economy, the growing needs of a socio-biological nature form an environmental orientation of the interests of consumers, more and more people are aware of the importance of preserving the environment. The purpose of the article is to analyze the process of environmental awareness at the level of residents of the region, the influence of the level of development of environmental awareness of consumers on the formation and satisfaction of their environmental needs. The authors revealed the features of greening the needs of residents of the Omsk region, in the course of a marketing research, the structure of the environmental preferences of the population was determined. The choice of research methods is associated with the features of regional studies and environmental topics, to which, on the one hand, there is an increased interest among residents of the region, and on the other hand, there is a low involvement in the interviewing process.
Highlights
The development of environmentally friendly products is increasingly acting as a mechanism for differentiating goods and attracting environmentally conscious consumers in order to increase market share or receive a price premium
There is an obvious need to consider the environmental needs of people
Environmental behavior consists of individual actions and a person’s attitude to actions that are influenced by goals and motives of a person
Summary
The development of environmentally friendly products is increasingly acting as a mechanism for differentiating goods and attracting environmentally conscious consumers in order to increase market share or receive a price premium. There is an obvious need to consider the environmental needs of people. In this connection, the problems of identification, study and assessment of environmental needs is an object of scientific research. It is necessary to understand what individual environmental needs are, how personal value orientations and environmental knowledge of consumers influence the decision to purchase. The growing social needs of a person, the system of personal value orientations are interconnected with the nature of his sociocultural activity. Greening needs is directly related to environmental behavior and ethical consumption. Environmental behavior consists of individual actions (a set of states, specific actions, abilities and skills) and a person’s attitude to actions that are influenced by goals and motives of a person (motives in their development go through the following stages: occurrence, saturation, contentment)
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