RESEARCH OF THE BEHAVIOR OF ECOLOGICAL CONSUMERS IN THE BUYING PROCESS

Abstract

 Ecologically responsible producers now have the opportunity to realize a key competitive advantage in the market, because ecological awareness is gradually integrated into all aspects of social, business, political and ethical thinking and action. The fact that there is an environmentally responsible consumer segment on the market has become unquestionable. However, with the entry of an increasing number of bidders into that ecological market, it is no longer enough to be aware of that fact, but complex strategies of segmentation, targeting and positioning are also required. As in the case of any other market segment, there is a need to identify these target consumers in order to effectively approach them and meet their needs through specially designed marketing programs. The research goal of this work is aimed at determining the perception of ecological consumers about ecological products/services and looking at the way in which consumers react in the purchase process. The scientific-research character of this work is based on the analysis of relevant scientific literature and modern sources using the examination method, the analysis method, the comparison method, the description method and the deduction method. The results of the empirical research showed that in the modern conditions of dynamic and intense competition, researching the attitudes, preferences and behavior of ecological consumers in the purchase process becomes imperative for the successful operation of the company and achieving a competitive advantage, as well as that the ecological image of the company and ecological advertising has a direct impact on decision-making on purchasing ecological products/services.