Research of Ecolabel Factor in the Context of Consumer Behaviour

“Green is a new black" RBC magazine proclaimed in March 2019, devoting the entire issue to economic questions through the lens of environmental friendliness. Euromonitor, the research company, announces the trend for green consumption as one of 8 megatrends that will lead the markets up to 2030. Thus, it is vital for buyers of environmental goods to have a secure signalling system. For such purpose, ecolabels are the perfect choice, but this element of the marketing mix is poorly covered by the marketing scholars. This work has been written to fill the lacuna. The goal is defined as ‘the study of the significance of the eco-labelling factor for eco-oriented consumers on the case of "VkusVill" retailer’. A literature review of papers examining the importance of the ecolabel factor was conducted, international examples were reviewed, including one from Russia. In work used: insights received during the work within the "VkusVill" company, the experience of customers observation, interviews with employees. The identified insights were quantified and put to statistical processing during the quantitative phase of the study. Results are statistically verified using the IBM SPSS tool. As an output of the complex-multi-component design of the study, recommendations have been developed that can be used by the management of "VkusVill" company, "EcoUnion" organization, and foreign companies that are planning to introduce eco-products to the Russian market. The work has significant importance for both scholars and managers.