Eco-consumer standards for people with complex purchasing behaviour

. Green marketing relevance is recognised worldwide and is confirmed not only by the media, but also by international organisations such as the United Nations, WHO, etc. One way of applying the ecological approach is to develop an ecological consumption standard and to promote an ecological behaviour model. The purpose of this article was to describe the process of creating and developing standards of ecological consumption in different markets for people with complex purchasing behaviour. The article considered methodologies for analysing consumer behaviour with regard to environmental values, and described the process of developing a standard for ecological consumption. The authors studied behaviour at the stage of product selection, when using the product, and when disposing of it. The article describes the results of a study of different categories of consumers, taking into account their behaviour on the markets: food (milk), cosmetics (shampoo), luxury goods (car). Based on the results of the study, environmental consumption standards are proposed for the three markets.


Introduction
Due to globalisation, technological breakthroughs and the development of the information environment, the market is becoming more diverse and companies have a need not only to meet existing needs, but also to educate their consumers and create certain values in order to create a strong recognisable brand, create an emotional attachment, and increase competitiveness.For example, the situation is twofold with regard to the environmental issues of today, which are currently coming to the fore.On the one hand, consumers are demanding eco-friendliness and care for the environment from organisations, which is reflected in the demand for natural, organic and useful products, but on the other hand, there is a variability in consumer behaviour which still follows familiar scenarios, finds it hard to change their habits and values and is poorly versed in environmental terminology.In this situation, companies need to study consumer behaviour: how they buy, use, and dispose of products, including their values, needs, and motives, and, based on these data, propose ways to both meet existing environmental needs and create new environmental consumption standards as a basis for future demand and a secure future for consumers, companies, and society as a whole.
Environmental needs are not a stand-alone category of needs, but closely intertwined with other categories and can be either primary or secondary.For example, H. A. Murray, (identified 20 types of needs [1], but there is no separate category of environmental needs among them.Also, in the book "Personality in Nature, Society, and Culture" (Clackhon, K., Murray, H.A., and Schneider, D.M.) [1] a classification appears that divides needs into mental, hygienic, and social needs.
The objective of this work is to develop a standard for ecological consumption.According to the Federal Law of 29 June 2015 No. 162-FZ "On Standardisation in the Russian Federation", standardisation is "the activity of establishing rules and characteristics for the purpose of their voluntary reusability, aimed at achieving orderliness in the areas of production and circulation of products and increasing the competitiveness of products, works, or services".According to the International Standardisation Organisation (ISO), standardisation is "the establishment and application of rules to streamline activities in certain areas for the benefit and participation of all concerned, in particular to achieve optimum economy for all, while meeting functional and safety requirements".Thus, we can say that standardisation of consumption is the activity of establishing certain rules of behaviour, which are used repeatedly by stakeholders.And a consumption standard is a set of these rules and requirements.For the purposes of this paper, a consumption standard will be understood as a generally accepted format of behaviour in relation to goods and services.

Methods and materials
In order to further develop an eco-consumer standard, the need arises to create an algorithm.The standard development process presented in Table 1 is based on the life cycle of a product, from its design to its disposal.These stages are based on the greening of production and the product itself, which is the basis for the subsequent development of consumption standards.The nature and peculiarities of the products manufactured, the organisational and technical level of the enterprises and the qualifications of the executors are taken into account; Requirements are established for means and methods of control and assessment of environmental friendliness of products, which allow to ensure the rhythm of production, reduce losses from defects, improve the quality of labour of performers; Circulation and implementation stage setting requirements for packaging, preserving, transporting and storing, storing and selling products while maintaining their quality and environmental friendliness; Consumption and operation stage establishes uniform requirements for the maintenance and repair of products (including warranty), for the collection and analysis of information on their quality and environmental compatibility in use, and for their disposal.
The stages presented in Table 1 include the whole process of decision-making on the purchase and consumption of goods (purchase, use, disposal) and contain a list of measures that the company can implement both to make production greener, e.g.introducing new technologies to avoid defects and providing consumers with more environmentally friendly goods, and, for example, to form preferences in a quality, more environmentally friendly product when choosing and buying it.
Depending on the goals and objectives and the state of the marketing environment, a company may choose to go green in one way or another.The main factors influencing the choice may be: 1) government requirements; 2) changing needs of existing and potential customers; 3) the company's own desire to be more environmentally friendly.Depending on the company's capabilities and the presence or absence of existing and potential consumers, the company's management can decide to use only environmental management elements or also apply environmental marketing.The consumption standard serves as a marketing tool that can be used to build the loyalty of existing customers, position the company, and create demand for sustainable products.In any case, a company must first determine whether it intends to meet existing environmental needs or create demand for sustainable goods.The standard's elements, regardless of the situation, will include: 1) product performance requirements; 2) rules for use; 3) service (including disposal) 4) financial solutions; 5) additional requirements for consumer behaviour (level of knowledge, lifestyle).
In developing the standard for eco-consumption, the first and fundamental step is to set goals and analyse consumers and their behaviour in the market.According to the results, an eco-friendly product, with a certain purchasing value; a standard of consumption; a promotion program, taking into account the motives of consumers, are created.
In their work "Consumer behavior" R. Blackwell, P. Minyard and J. Engel consider consumer behavior "as actions that people take during the purchase, consumption of goods and services, as well as the release of them".[3, p. 35].It can also be said that consumer behaviour is "a pattern of buyers' reactions to the action of marketing inducements" [3, p. 858].Thus, the question arises: what are the factors that influence people's behavior, making them decide to buy, use and dispose of goods/services in a certain way.The answer to the question is contained in the model of consumer behavior of D. Hawkins and R. Best and K. Kony [4, p. 7].The decision to make a purchase is based on the consumer's lifestyle.Further, this decision is influenced by internal factors (values, attitudes, culture, experience) and external factors (development of society, market level, external environment, provided purchase conditions and others).Consumer behaviour is also discussed by F. Kotler.From his point of view, it is the "process of choosing, acquiring, using and disposing of goods, services, ideas or impressions by individual buyers, groups or organisations to meet their needs and desires".[5, p. 71].
As can be seen from this figure, the underlying factors in consumer behaviour are marketing, the external environment and the personality of the buyer himself.Considering the two models presented, the following conclusion can be drawn: consumer behaviour, is the process of decision-making about the purchase, use and disposal of goods in accordance with the lifestyle, which is shaped by internal and external factors (including marketing).In terms of consumer learning, it is the cognitive marketing model that is the most relevant, because in addition to the lifestyle of the individual in general, the focus is on the consumption of a given product and all that surrounds it.However, due to the fact that the market for ecological products is quite new for the Russian consumer, it is not enough to talk only about usage, it is also necessary to understand how the consumer identifies and chooses the product, why would he prefer an ecological one.In this regard, this model will consider ecological consumption not only as use, but also as behavior in relation to the product, including all three stages: making a purchase, use, disposal.Thus, the study of the current consumption pattern (or consumer behaviour in relation to the product) and lifestyle in general is the basis for developing an ecological standard and using it to manage consumer behaviour and generate demand for environmentally friendly goods.
Obviously, consumer behaviour varies, and it therefore makes sense to divide them into groups.The degree of involvement in ecological lifestyles is supposed to be used as a criterion.Thus, Henry Assel proposes four types of purchasing behaviour depending on the degree of their involvement and the existence of a difference between similar product brands [6].Initially, this model considers the behaviour of buyers without taking into account the environmental component, therefore, Table 2 presents a transformed model for the needs of work.In addition, the difference between products is considered in terms of the ability of consumers to see the difference.

High degree of environmental involvement
Low degree of environmental involvement Significant difference between a conventional and an environmentally similar product

Habitual purchasing behaviour
Source: compiled by the authors based on [6] ▪ Under complex purchasing behaviour, consumers strive to obtain all possible information about a product's environmental characteristics, then make purchasing choices.
▪ Uncertain purchasing behaviour may arise due to difficulties in obtaining information about a product or a low degree of environmental education.The consumer wants to buy an environmentally friendly product but does not understand the difference between it and a conventional one, so he or she prefers relying on his or her subjective opinion and may subsequently be disappointed in the choice.
▪ Habitual buying behaviour is characterised by low environmental involvement and little difference between products.The consumer acts as he or she is accustomed to and the choice is made without regard to criteria and characteristics.In this situation, there is little or no environmental component.The consumer is simply unconcerned about environmental problems, consequences and so on.
▪ Searching purchasing behaviour manifests itself in a situation where a low degree of environmental involvement is accompanied by a significant difference between products.In such a case, the comparison of goods is made according to the criteria of price, quality, availability, variety of products presented.
For the purposes of the study, the modified Henry Assel model is most suitable for consumer segmentation due to the fact that it most accurately describes the level of ecological consumption, taking into account the involvement of the buyer in the ecological current and the level of knowledge, which is one of the most important components of the concept of consumer behaviour For the study of ecological behaviour, the study was based on the following theories and concepts: 1. Self-perception theory [7; 8; 9; 10] was applied to identify the true reasons for consumer behaviour (environmental, economic, hygiene and others).Respondents were presented with a list of defined actions based on the UN's "Guidelines for Lazy People to Save the World".2. The concept of "Values-Beliefs-Norm".This concept considered the values of environmental behaviour (biospherical, altruistic, egoistic).There is a theory that the predominance of biospherical values in an individual means a higher level of ecological behaviour, knowledge of the problem and ways to solve this problem.The dominance of altruistic ecological values may also indicate a high level of ecological behaviour, while egoistic values may indicate pleasure as a primary motive for behaviour as well as a lack of understanding of the globality of the problem.In addition, the predominance of biospherical and altruistic values, according to P. Stern, characterizes the active position of a person in relation to ecology [11].The identification of these values allows us to develop a program of environmental marketing activities of the company, fully consistent with the values of a particular consumer.Within the framework of the considered concept, it is important that an individual attributes responsibility for actions to himself/herself.The very process of attributing responsibility includes intrinsic value motivation as a prerequisite for the activation of the moral norm [12: 23].
3. The theory of planned behaviour [13] considers the influence of personal attitudes, values and social control on the behaviour of the consumer.The more positive is society's attitude towards a given behaviour and subjective norm of the subject, the stronger should be the person's intention to implement a certain behaviour.By examining the barriers that, for whatever reason, prevent consumers from engaging in environmental actions (e.g.lack of support from society), companies can develop marketing activities to support and endorse environmental behaviour, and to remove the interfering causes or arrange the most convenient and attractive way to live an environmentally friendly lifestyle.This theory retains its relevance as the methodological basis for modern research.[14; 15; 16] New scientific applications of this theory emerged during the COVID-19 pandemic, which, in particular, led to an increased demand for parcel delivery services worldwide.[17] In other theories and concepts presented in "A Critical Analysis of Foreign Theories of Ecological Analysis".[18] one can also find such important components of ecological behaviour as individual capabilities and the availability of consumer resources, e.g., knowledge, time, material resources.However, it is not enough to simply establish a lack of, for example, knowledge, by an individual.In order to further develop the standard and organisation of companies, the level of current knowledge of respondents needs to be determined and gaps identified that need to be addressed later on.It is therefore advisable to include a block of questions on the knowledge of the environmental elements of various products.
In order to develop a standard of ecological consumption for people with complex purchasing behaviour, a comprehensive study was conducted, analysing the current ecological behaviour of consumers both in general and in relation to a specific product.The study determined the impact of a product's environmental friendliness on purchase decisions.The study investigated how exactly consumers understand that the product in front of them is environmentally friendly, and whether consumers are willing to pay more for it.The barriers to environmental behaviour and the actions consumers take were identified.
Attention was also paid to the stage of getting rid of the product.Respondents were presented with answer options according to four disposal strategies.The product or its packaging can be: 1) simply throw it away; 2) disposal for example, at a collection point; 3) give it to someone else or re-sell it; 4) reuse it for the same or a different purpose.
Finding out how to dispose of the product from different groups allows companies to organise service support not only at the purchase stage, but also at other stages of consumer contact with the product, as well as to find out the relevance of recyclable packaging, which is currently the main form of companies' environmental performance.
The use of the modified self-determination theory of E. Desi and R. Ryan as a basis for studying the motives of environmental behaviour is justified by the fact that human behaviour is influenced by both its internal attitudes and external environment.In this regard, to further manage consumer behaviour it is necessary to identify the dominant motivational subsystem (intrinsic, extrinsic, impersonal), whose characteristics are described in Table 3.
Table 3. Characteristics of motivational subsystems according to the theory of E. Desi and R. Ryan.
Source: [19] Motivation system Feature Internal motivation subsystem -autonomy in making decisions about one's own behaviour; -effective management of one's motives; -sense of self-determination as a reward; -high self-esteem and appreciation of one's competence; Internal motivation subsystem (continued) -dominant role of internal cues in identifying emotions; -awareness of one's own motives and capabilities External motivation subsystem -responding to external stimuli is more likely; -importance of rewards for one's behaviour more than intrinsic motivation and self-determination; -self-esteem is lower than in intrinsically motivated people; -automatic and automatised behaviour; -emotions are more related to external situations; Amotivational subsystem -low levels of engagement due to perceptions of the unattainability of the outcome or the lack of a link between the individual's behaviour and the reward for it; -very low level of perceived competence; -very low level of self-determination; -very low level of self-esteem; Amotivational subsystem (continued) -presence of feelings of helplessness, incompetence, lack of control; -emotions are blocked.
The methodology of E. Desi and R. Ryan take into account rewards and this can be an important incentive in managing environmental consumer behaviour.The study of preferred rewards takes into account the research findings presented in Lance Betencourt's article "Should you reward your customers for environmental behaviour?Only If You Use This Approach" that consumers are more satisfied with their environmental behaviour not when they receive a tangible reward from a company, but when they can choose between tangible and intangible rewards [20].
The authors studied behaviour at the stage of product selection, when using the product and when disposing of it.The article describes the results of the study of different categories of consumers with regard to their behavior in the markets: food (milk), cosmetics (shampoo), luxury goods (car).The data collection method was a survey.The questionnaire included a general block of questions analyzing environmental behaviour as a whole, which allowed to establish the dependence of environmental values and motives of the consumer with his belonging to a particular environmental group, when using different products and three blocks studying the behaviour in relation to each product separately.

Results
Table 4 presents the distribution of respondents by type of environmental behaviour based on an analysis of the data obtained.The current study does not aim to describe consumer groups in detail, but rather to investigate general ecological consumption and to develop recommendations for consumers with complex purchasing behaviour.This study can be seen as a benchmark for companies wishing to implement or improve their marketing using an ecological approach.
Consumer behaviour is fickle, a person who chooses a sustainable product in the shampoo market may behave very differently when buying a car, for example.A total of 18.8% of all respondents have the same behaviour in all of the markets studied, with 10.9% of those respondents having a habitual behaviour and only 0.8% a complex behaviour.It is also worth noting that insecure and challenging behaviours were the most uncommon, as evidenced by the highest number of respondents who never chose them.At the same time, 44.5 % of respondents in at least one of the markets presented opted for exploratory behaviour.At the same time, an analysis of the differences in the behaviour of similar consumer groups in different markets revealed that the characteristics of each group were more or less the same.For example, a group with complex environmental behaviour in the milk market behaves about the same as a group with the same behaviour in the shampoo market, even though these groups may contain very different people.This paper has developed standards for a group with complex behaviour in different markets.
Generally speaking, when it comes to consumer behaviour, it can be observed that consumers generally behave as they are accustomed to or choose goods according to certain characteristics.At the same time, they may accidentally or deliberately buy environmentally friendly products, without considering environmental friendliness itself as the main criterion of their choice.This fact suggests that when promoting the ecological model of product consumption, the benefits of the product itself should be emphasised in the first place.At the same time, complex behaviour is not absent at all, with 10.9% of respondents in at least two of the markets surveyed and 23.4% in one of the three markets.
A total of 35.2% of respondents in one or more markets exhibited complex environmental behaviour.Compounding behaviour -consumers scrutinise product information, favouring the environmentally friendly.
Consider consumer behaviour at three stages of product interaction.At the stage of purchase, it is important to understand how consumers in principle determine that the product in front of them is environmentally friendly.The identifiers in a group with complex behaviour vary from market to market.For example, in the shampoo market, consumers understand that the product in front of them is eco-product mainly by its composition and by the eco-certificate (badge on the package).In the milk market, the main identifiers are the composition and the place of sale (eco milk is sold in specialised shops).Among respondents with complex behaviour there is a stereotype that natural (organic) product and ecological product are one and the same.In the car market, the main identifiers are technology, availability of eco-certificate and fuel consumption.Respondents in this group are generally less focused on official information, price and design.One gets the feeling that this group already knows the various nuances and simply sticks to their chosen type of behaviour.At the same time, their knowledge is often wrong (83% of wrong answers).For example, there is a stereotype in the car market about the eco-friendliness of electric cars.The sophisticated behaviour group has the lowest number of wrong answers compared to consumers in the other three groups.Notably, even though respondents in this group already buy what they believe to be an environmentally friendly product, they are still willing to pay slightly more.
Reasons for environmental behaviour underlie the actions taken during the stages of buying and using products.The following reasons for environmental behaviour were considered in the study: in order to save money; for environmental reasons; because it is a custom in my family/society; used to do so; because of health security.Environmental and health (hygiene) safety reasons predominate in all markets studied, also consumers often make purchases due to habit.In the car market a high score was given to the reason for saving, this is the highest score compared to the other groups, there is a dual situation: environmental and safety reasons predominate, but the actions themselves are more related to economic reasons (e.g., about buying a used car).Truly ecological behaviour is observed in the shampoo market -respondents buy a certified product in recyclable packaging without the use of animal ingredients.Whereas in the milk market, consumers mostly only buy locally produced product, which is a logical action in the conditions of the regional milk market, as products from local producers predominate.It seems that consumers are completely unaware of what constitutes sustainable milk and how to behave in an environmentally friendly manner.
The following barriers that prevent consumers from using and purchasing more environmentally friendly products have been identified: lack of money; lack of time; lack of knowledge; lack of help from producers and retailers.Consumers have the least barriers in the shampoo market, which is generally consistent with the situation in the current ecobehaviour model in this market.In general, the main barriers in all markets are poor infrastructure, lack of assistance from producers and lack of knowledge.In the milk market, it is also worth paying attention to the creation of an identifiable product, and in the car market, the main barrier is the cost of the product.It can be concluded that consumers with complex environmental behaviour have exhausted their internal capabilities and want outside help from producers.In the car market, it is important to talk about the economic benefit of buying an eco-version, e.g.saving on petrol in the future.
The chosen strategies for recycling or disposing of the product or its packaging were also investigated.Consumers with sophisticated behaviour have a fairly high percentage of those who simply throw the packaging away, but the number of these consumers is still lower compared to the rest of the group.The level of knowledge about packages and labels on them can be assessed as low, but it is the highest among the groups (according to the number of correct answers).
The intention to lead an ecological way of life is quite high in the group with complex behaviour, these respondents demonstrate a higher level of knowledge than the other groups and do not consider that there is a barrier in the form of non-acceptance of ecological behaviour by society.At the same time, public control in this area is perceived to be low, both by the government and by companies.All this creates an opportunity to strengthen consumers' desire to be greener by buying, using and disposing of environmentally friendly products.In order to promote greener behaviour, built on a standard for a group with complex behaviour, it is necessary to understand the motivations and values of buyers.
Respondents have a mixed motivational system.A consumer with challenging behaviour is important to be among people who share their eco-lifestyle, but has little or no value in the approval of others.It is also not very important for this group to be rewarded for their environmental behaviour.The high percentage of respondents who did not choose rewards at all correlates with the fact that they do not care about them.In second place in the milk and shampoo market is a material reward.Interestingly, in the car market, rewards in the form of manufacturer financing for environmental funds are more desirable to respondents.
Ecological values, according to P. Stern's concept of "values-conviction-norm"consumers with complex behaviour generally share all the values presented, but egoistic values predominate.This fact is consistent with the fact that respondents highly valued their own initiation and considered other people's approval to be unimportant.Personal willpower and understanding of value for self was also evident in the consumption phase.

Discussion
In order to develop a standard for ecological consumption, it is important to understand whether consumers follow an ecological lifestyle in general.Figure 1 shows the actions that respondents carry out in their daily lives.

Fig. 1. Ecological actions in everyday life
In the figure we can see that the complex group does not only lead an ecological lifestyle in relation to the three products presented.However, it can be seen that in addition to the generally popular "take your bag" actions, consumers also perform actions that require time and effort, such as participating in petitions and environmental actions.This group urges others to be more environmentally friendly and is the only group that compiles appeals to shops.It's important for manufacturers and retailers to listen to the requests of this group.
Based on all the information above about the group, the following are the standards for ecological consumption and recommendations to promote consumption patterns based on them.
The standard of ecological consumption in the shampoo market for consumers with difficult behaviour is shown in

Financial solutions
Price is not an identifier of environmental friendliness of a product or a tool for regulating environmental behaviour.Willing to buy shampoo for 3.4% more than the regular price.

Additional requirements for consumer behaviour
Understands the terminology, understands the difference between organic and natural products.Can distinguish between organic and non-organic products.Leads an eco-active lifestyle (encourages others to be more ecofriendly, has an active environmental stance, which is expressed through donations to eco-funds, participation in petitions, standing up for themselves in front of shops and manufacturers.
The standard of ecological consumption in the milk market of consumers with complex behaviour is presented in Table 6.Can distinguish between organic and non-organic products.Is aware of ecological certificates and can distinguish them from others.Has an active eco-life (encourages others to be more eco-friendly, has an active environmental stance, which is expressed in the form of donations to eco-funds, participation in petitions, standing up for their position to shopkeepers and manufacturers. between ecological and natural milk through the idea that a natural product can also be ecological.Why settle for naturalness alone, when milk can also be ecological.Organic and natural milk is even safer for health than just natural milk.By reducing the negative impact on nature, milk becomes even better and tastier.I am being environmentally friendly for myself.Collaboration with collection points, organisation of own collection points, holding campaigns ("all money collected when handing over recyclable raw materials will go to the environmental fund").Create the habit of sorting milk cartons on a daily basis.Encouragement financially or in the form of a fee waiver.
The standard for ecological consumption in the car market focuses more on the stages of consumption such as purchase and use (Table 7).The emphasis is on the fact that buying a hybrid is beneficial economically, e.g., in relation to subsequent fuel costs.

Consumer
Men and women aged 20-39, no car.

Product specifications
Choose a hybrid car with a high cleaner class and economical fuel consumption.
Will buy a used car, but as young as possible.
The basic idea is that an environmentally friendly car is healthier and less harmful to the environment (less exhaust -better ecology -less disease) and is also more cost-effective in the long run.Emphasis on personal gain.Action to break the stereotype that an environmentally friendly car is inevitably expensive, offering alternatives that are not 100% environmentally friendly but include customisation (with route guidance function, safety features, streamlined design, etc.).Collaboration with petrol stations, installation of special equipment for hybrids and electric cars.Availability of information about the eco-friendliness of vehicles, including on official websites and on the Internet in general.Creation of an eco-friendly car brand in the minds of consumers.Funding of funds, organisation of environmental actions.

Service
Regular technical inspections will be carried out and the vehicle will be closely monitored for faultless operation.

Financial solutions
Ready to buy an eco-friendly car 13% more expensive than a conventional one Additional requirements for consumer behaviour Understand the terminology and how an eco-friendly car differs from a conventional one.Are familiar with modern environmentally friendly vehicle technology.Are aware of the cleanliness class.Are environmentally active (encourage others to be greener, have an active environmental stance, which is expressed through donations to eco-funds, participation in petitions, standing up for themselves in front of dealerships.

Conclusions
In order to apply the eco-consumer standards proposed within this article, the goals and objectives of the particular company, as well as the characteristics of the product offered and consumer behaviour, must be taken into account.The company can use the results of its research to select its target audience and how to green both its internal processes and its influence on consumer behaviour.The process described for creating a standard can be used as a basis for developing one for any market.

Table 4 .
Distribution of respondents into groups according to G. Assel's model.Source: compiled by the authors.

Table 5 .
Standard of ecological consumption in the shampoo market of consumers with complex behaviour

Table 6 .
Standard of ecological consumption in the milk market of consumers with complex behaviour

Table 7 .
Standard of ecological consumption in the car market of consumers with complex behaviour