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Eco-Labelling as the Factor in Attracting Consumers to Purchase Eco-products

Student: Kondratenko Sofya

Supervisor: Kirill Chmel

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

Rapid economic growth leads to changes in consumption by increasing to the excessive amounts, which affects nature and the world. Due to the awareness of environmental problems, many people are switching to purchasing environmentally friendly products, consequently leading to an increase of green purchases. The growth in the production of eco-friendly products has contributed to the creation of eco-labels. The purpose of eco-labels is to convey to the consumers that the product is produced with less harm to the environment and differs from conventional products. Various amount of researchers studied how eco-labels affect the decision to purchase eco-friendly products. Authors identify different factors influencing the perception of an eco-label. The purpose of this study is to identify factors affecting the purchase of eco-labeled products, depending on socio-demographic characteristics. The main method of this study is an online experiment with a click test. This method allows you to demonstrate the attention paid to eco-labeling and the factors affecting its perception. Thus, this study is an attempt to expand understanding of the situation on the Russian market, which differs in cultural and historical aspects from previous studies. The text of this work consists of an introduction, a theoretical part, a description of the methodology, a practical part, a conclusion and limitations, and a final part from a list of references and applications. Key words: eco-label, green product, green purchase intention, purchasing behavior.

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