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Goods and Services “Green Consumption” Trend in the Emerging Markets in the 21 Century: the Case of China

Student: Zotova Anna

Supervisor: Nataliya Stanislavovna Karpova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: World Economy (Bachelor)

Year of Graduation: 2017

This paper investigates the shift of consumption patterns in China to more eco-friendly goods and services, characteristics of “green” consumption, as well as the position and prospects of foreign producers on the Chinese green goods market. Chinese eco-friendly consumption patterns, while being a part of the global trend, stem from different cultural drivers and is essentially one of the reactions on current environmental crisis. Chinese green goods market is prospective, rapidly evolving, complex in terms of competition patterns and regulation. Low trust level that consumers exhibit towards “green” brands constitutes a major problem, which is partially alleviated by the means of eco-labeling. Foreign brands possess certain competitive advantages, though a number of factors complicate their market access. Russian goods have attracted certain demand in northern regions due to their green positioning. They could improve their competitiveness, should additional measures be undertaken for building up infrastructure, developing marketing techniques and enhancing export support. Keywords: green consumption, green marketing, China, Chinese market.

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