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Impact of Brands’ Environmental Communication on Consumer Behaviour Based on the Example of the Russian Home Care Market

Student: Polina Chumicheva

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

Environmental communication has been a steady trend in recent years, but the question of which of the many directions brands should act in in order to most positively influence consumer behavior is still not well understood in the context of specific industries. The purpose of this research is to study the impact of environmental communication on consumer behavior in relation to brands of home care market in Russia. The study has a mixed methods design consisting of in-depth interviews and online survey. This study involved respondents aged 18 to 30 with higher education, average or above-average income, living in Moscow or the Moscow region. The study confirmed the relevance of environmental issues for young consumers and identified the most important environmental issue that has the strongest positive impact on the intention to buy and the willingness to pay more when used in brand initiatives.

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