Methods to stimulate sustainable consumption in the system of promotion products in industrial markets

LTPastaruoju metu ekologiškų produktų poreikių patenkinimas užima svarbią vietą žmonių vartojamųjų vertybių sistemoje. Pagrindinė marketingo misija šioje srityje – formuoti ir nuolat vystyti abipusiškai naudingus mainus „tvarių“ produktų rinkoje. Darbo tikslas – sudaryti „tvaraus“ vartojimo skatinimo mechanizmo modelį, taikant šiuolaikinius galutinių vartotojų „traukimo“ priemones ir metodus. Tyrimo objektas – teorinis ir praktinis produktų rėmimo rinkoje pamatas. Teorinį ir metodologinį mokslinių tyrimų pagrindą sudaro mokslinė literatūra „tvaraus“ vartojimo formavimo, „tvarių“ produktų pardavimo skatinimo srityje. Buvo apklausti 398 Lietuvos gyventojai. „Tvarių“ produktų pardavimo skatinimo mechanizmo modeliui sukurti naudojamas modeliavimo metodas. Tyrimo rezultatai – sudarytas „tvarių“ produktų pardavimo skatinimo mechanizmo modelis, integruojantis tradicinius ir šiuolaikinius galutinių vartotojų „traukimo“ marketingo metodus ir priemones. Suformuotas „tvarių“ produktų rėmimo mechanizmo įgyvendinimo valdymo procesas, atskleidžiant konkrečius sėkmės veiksmus. [Iš leidinio]Reikšminiai žodžiai: ,tvarus produktas; Aplinkosauga; Marketingo komunikacijos; Pardavimų skatinimas; Traukimo metodai; Tvarus produktas; Žalieji pirkėjai; Ecological product; Environmental protection; Green buyers; Marketing communica-tions; Marketing communications; Pull methods; Sales stimulation.

ENIn recent years, the necessity to meet ecological needs has been occupying an important place in the system of consumption values.The key mission of marketing in the area is the formation and continuous development of the processes of mutually beneficial exchange of ecological products in the market. The aim of the research is the development of the mechanism of a model for the stimulation of sustainable consumption based on the use of contemporary marketing tools and the end-consumer "pull" methods. The object of the research is the theoretical and practical basis of ecological products promotion in the market. The theoretical and methodological basis of the research is scientific literature on the formation of a market of sustainable consumption and the stimulation of sales of ecological products. To establish the actions to be used for the promotion of ecological products in the market, 398 residents of Lithuania were surveyed over the period of 2013 to 2014. To solve the research problem, the methods of analysis, generalisation, and comparison were used. The use of the end-consumer "pull" methods in the consumption of ecological products was based on the analysis of academic literature, as well as the methods of analysis and synthesis, induction and deduction, and logical aggregation of the survey data. For the development of the mechanism of the model for the promotion of the sales of ecological products, the method of modelling was employed. The findings of the research: the mechanism of a model for stimulating the sales of ecological products has been developed, based on the integrated use of traditional and contemporary methods and the end-consumer "pull" tools. The process of management of the implementation of the mechanism of ecological products promotion has been formed, which revealed specific actions necessary for its success. [From the publication]