Switch-Over of Russian Fashion Industry Brands to Green Marketing Communications as a Response to Changes in Consumer Behavior

Student: Marenich Daria

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This work focuses on the research of green marketing communications of Russian fashion industry brands and consumer’s behavior. The main purpose of this paper is to study the influence of consumer behavior as a factor in the switch-over of Russian fashion industry brands to green marketing communications. Using the survey method, we evaluated the impact of consumer behavior on the switch-over of Russian clothing brands to green marketing communications on Instagram based on a comparison of consumer behavior of different brands. Key Words: Russian fashion industry brands, green marketing communications, consumer behavior, clothing brand

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