Impact of "Green Marketing" Tools on Consumer Behavior: an Example of the FMCG Market in the Republic of Uzbekistan

Student: Zotova Svetlana

Supervisor: Oleg N. Kashirskikh

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2020

There is a trend all over the world for eco-friendly production, proper nutrition, and health care. However, the results of recent research on organic food differ from country to country. Today, there are many factors that affect on eco-consumption. Globally, the eco-market is affected by the level of economic development and the availability of legal certification of eco-products. However, there are other social, demographic, behavioral, and psychological characteristics of buyers that affect on consumer behavior. The present study aims to identify factors that encourage FMCG consumers in Tashkent to buy eco-products. The study uses quantitative and qualitative methods, exactly a survey and an interview.

Full text (added May 19, 2020)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses