Consumer Behavior about Green Business in St. Petersburg

Abstract The study is proposed to research the attitude of consumers in the city of Saint Petersburg towards the categories: healthy lifestyle, ecological purchase behaviour based on economics, attitude towards to eco-labeling and the overall environment value orientation. Then, it is proposed to study how those are related to their willingness to pay for green products. The intentions of the people in terms of ecological related topics are the main focus of this research. In the research, the sociological survey was conducted, with the following analyses and data processing. This data is compared to the hypothesis, studying how the global trends superimposed to the local market and showing how the businesses should react to those changes, if they are taking their place on the market. The survey has the data of 217 consumers of St. Petersburg, investigating the overall intentions and attitude towards green production. The sample consists of both sexes, people aged 18-55 years old. The results of the study are made of the subgroups questions of the survey, which indirectly and directly asks the interviewee about the health conscious (HLT), their value orientation (VL), economical reasoning towards green production (EC), opinion on eco-labeling (EL) and their overall intentions for buying “green” products. Then, the analysis was conducted with the conclusions and discussion. The research unveiled that there are significance in the relationships of those topics to the intentions for buying eco-products. Keywords: Ecology, Green business, Consumer behavior, Ecological production, Green Production