Modern Methods of Marketing Researches of Ecological Needs of Population in the Region

¹ Dostoevsky Omsk State University, 644077 Mira av. 55-a, Omsk, Russia
² Financial University under the Government of the Russian Federation, Omsk Branch, 644099 Partizanskaya st. 6, Omsk, Russia
³ Siberian Institute of Business and Information Technology, 644116 24 Severnaya st., 196 bl. 1, Omsk, Russia

Abstract

The economic damage from environmental pollution is significant; therefore, environmental protection has become an urgent problem in recent decades. The greening of the economy, the growing needs of a socio-biological nature form an environmental orientation of the interests of consumers, more and more people are aware of the importance of preserving the environment. The purpose of the article is to analyze the process of environmental awareness at the level of residents of the region, the influence of the level of development of environmental awareness of consumers on the formation and satisfaction of their environmental needs. The authors revealed the features of greening the needs of residents of the Omsk region, in the course of a marketing research, the structure of the environmental preferences of the population was determined. The choice of research methods is associated with the features of regional studies and environmental topics, to which, on the one hand, there is an increased interest among residents of the region, and on the other hand, there is a low involvement in the interviewing process.