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Consumer Satisfaction with the Environmental Initiatives of Food Retail Chains in Russia

ФИО студента: Ekaterina Romanenko

Руководитель: Natalya Porotnikova

Кампус/факультет: Graduate School of Business

Программа: Marketing (Master)

Год защиты: 2021

Business sustainability is a new trend, which is supported not only by a more conscious consumer approach to purchases, but also by the benefits that product and service providers in the market receive from this. In connection with the increased competitive situation in the retail market, the question arises of how satisfied the consumer is with purchases in the existing “green” retail in the Russian market, and how much his expectations correspond to the perception of the services provided. The relevance of this work is based on the growing trend towards environmental friendliness: more conscious consumer behavior, and, as a result, the transformation from traditional retailers to environmentally responsible ones. This thesis contains 3 parts. The first chapter is devoted to theoretical issues of “green” retail, analysis of changes in the preferences of modern consumers in Russia in recent years, the definition of “satisfaction” and approaches to its measurement, as well as descriptions of desk studies of satisfaction in the service sector. The second chapter reflects the position of global large retailers and their consumers towards “green” production processes, analyzed “green” foreign practices in the field of retail on the example of retail chains Walmart (USA), Tesco (UK), Aeon (Japan) and Russian practices. The third chapter describes our chosen methodology, the research process for SERVQUAL and the cluster analysis performed on the collected sample of respondents.

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