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September 2020 (published: 28.09.2020)
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Regional environmental marketing: features and prospects
Yashalova N.N. , Krylova N.P. , Levashov E.N.
The article presents the analysis of a number of Russian and foreign studies concerning environmental marketing, concretizes its theoretical aspects and modern development trends, presents various approaches to the interpretation of environmental marketing, summarizes the history of its origin and stages of development. The study reveals the positive experience of the Vologda region in the implementation of environmental marketing, provides the author's interpretation of the content of the environmental marketing complex using the example of environmentally friendly food products, presents a generalized portrait of the consumer of "green" products of the region, identifies its geographical, psychographic, and behavioral features. The content of the brand of organic food has been determined. The information and empirical base of the study was the works of modern Russian and foreign authors, official materials, information of the regional websites on the issues under study.
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Keywords: environmental marketing, environmentally friendly products, environment, health, quality of life, Vologda region
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