Scientific Development of Socio-Ethical Construction of Ecological Marketing

Abstract

At present, modern society pays more and more attention to the health. This is due to wide expansion of informational propaganda as to aggravating state of natural environment, messages from mass-media, and advertising of ecologically-oriented manufacturers. This informational propaganda forms ecological literacy of consumers and the understanding that environment is aggressive and unsafe, thus motivating them to prefer products which are favorable for health. The purpose of this scientific article is substantiating new approaches to promotion of goods and services, which will allow cultivating ecological literacy of consumers as a basis for formation of consumer preferences and tastes. This purpose is reached by means of considering economic content of ecological marketing as a modern marketing construction, transformed by means of subjects of entrepreneurship and managers of regulatory authorities into a tool for development of consumer market under the influence of aggravation of the state of environment, which will be a practical vector for sustainable development of the regions of Russia in a rapidly globalizing world. DOI: 10.5901/mjss.2015.v6n5s1p278