Sustainable Marketing: the Research of Factors, that Influence the Probability of Purchasing Sustainable Products in Russia (the IKEA Company Case)

Eco-products are in the market for a long time. Some consumers act enthusiastic towards it, others show skepticism. Currently consumers consider not only ecological influence of products, but social and economic as well. That’s why now they called – sustainable products, because of the concept of sustainable development. Despite, that many consumers say they want to purchase sustainable products, in fact it doesn’t happen as evidenced by the sales fall in key markets. This research explores why consumers who express concern about sustainability problems do not purchase sustainable products, through investigating the factors which influence probability of purchasing sustainable products the most. Theoretical model was developed based on the thorough analysis of the literature and previous foreign research and was tested using the data from survey of IKEA consumers across the Russia. The data was analyzed using the structural equation modeling method. The results showed that all the proposed constructs are significant in terms of predicting probability of purchasing. Moreover, the cluster analysis proved that for different customer groups some constructs exert a stronger influence than others. Based on the results of all stages of this study, there were developed recommendations for promoting sustainable products, which could be used by companies supporting sustainable development in Russia in marketing activities. Key words. Sustainable development, sustainable marketing, probability of purchasing sustainable products.