Research of Mass-Media Activity for the Development of Consumers Segment Sensitive to Ecological Attributes of Goods and Services in Russia

Abstract

Nowadays, we can conclude that Russian mass-media are so active in informing customers about ecology and ecological problems. The environmental concern grows simultaneously with active discussion of it in Russian mass media, and this trend will spread in the future. Mass media activities are consequences of environmental concern urgency for Russian citizens now. Furthermore, they take a significant part in the promotion of it. This paper investigates how the environmental impacts change the Russian society, the role and contribution of Russian mass-media in this process, and how marketing practitioners might take an advantage created by these changes.