Eco-labeling as a Relevant Effective Tool to Attract the Attention of a Potential Consumer to the Brand (on the Example of Food Products and FMCG Products)

Student: Tolbukhina Polina

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 9

Year of Graduation: 2019

This paper focuses on the impact of eco-labeling of products on consumer attention. The aim of the work was also to reveal the perception of the concept of organic products. The objectives were to find out whether there is a significant difference between consumers noticing eco-labeling or not. We also tried to find out what true values pursue eco-commodity buyers with the Means-end-chain theory. For a more complete understanding of the consumer portrait of eco-products, numerous factors affecting such behavior were considered and various links between them were examined. Moreover, the work reflects the concept of green marketing and considers the prospects and limitations of its development in Russia.

Full text (added May 15, 2019)

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