Sustainable Consumer Behavior Patterns in Russia

Oksana U. Yuldasheva, Julia N. Solovjova () and Olga A. Konnikova
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Oksana U. Yuldasheva: St. Petersburg State University of Economics (UNECON)
Julia N. Solovjova: St. Petersburg State University of Economics (UNECON)
Olga A. Konnikova: St. Petersburg State University of Economics (UNECON)

A chapter in Marketing – Eine Bilanz, 2023, pp 169-197 from Springer

Abstract: Abstract This article is devoted to the issue of sustainable consumer behavior (SCB) in Russia. SCB is a global consumer trend and is increasingly manifested in various consumer markets around the world but there is still no universal approach and scale for measuring it. There is a significant diversity of consumer behavior patterns in different countries and regions. Russian consumers are only just beginning to adopt sustainable consumption values. In this study, a construct and a scale for measuring SCB adapted to the Russian consumer behavior and culture were created. Based on this scale, four consumer behavior patterns could be identified: reasonable egoists; emerging sustainable consumers; social activists; absolutely sustainable consumers. Regarding the influence of GEIA factors on SCB it was found that income does not have a significant influence on SCB, while gender, education and age do influence SCB. It was also shown that individual characteristics such as the level of altruism/selfishness have a significant influence on SCB.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39035-8_10

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DOI: 10.1007/978-3-658-39035-8_10

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