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Sustainable Consumer Behavior Patterns in Russia

In: Marketing – Eine Bilanz

Author

Listed:
  • 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))

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.

Suggested Citation

  • Oksana U. Yuldasheva & Julia N. Solovjova & Olga A. Konnikova, 2023. "Sustainable Consumer Behavior Patterns in Russia," Springer Books, in: Dietrich von der Oelsnitz & Udo Wagner (ed.), Marketing – Eine Bilanz, pages 169-197, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39035-8_10
    DOI: 10.1007/978-3-658-39035-8_10
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