MARKETING RESEARCH OF ENVIRONMENTAL CULTURE POPULATION OF IZHEVSK

Abstract

The article presents the results of a marketing study of the environmental culture and behavior of the population of the city of Izhevsk in 2023. The goals and objectives, the population under study, the size and structure of the sample, and the analysis tools are defined. An assessment of the actual sample obtained was given, on the basis of which a database was formed and an assessment of environmental culture and behavior was carried out. This study was initiated by the author of the article with the aim of testing a previously developed marketing model for assessing the level of environmental culture and behavior of the population “cognition-feeling-action”. The study became necessary to substantiate a number of provisions in the field of: environmental management and management against the backdrop of growing environmental problems in Russia and its regions; systematization of ideas about corporate social responsibility from the standpoint of justifying the rationality of its application; formation of marketing methodology for studying environmental culture and behavior of the population. Based on the results of a mass sample survey, a general and segment-by-segment assessment of the environmental culture and behavior of the population of Izhevsk in 2023 was given. The survey made it possible to record a number of indicators of the cognitive, affective and behavioral reaction of the population in the environmental sphere in general and by segment: “young” population (18 -44 years old); “middle-aged” population (45-59 years old), “elderly” people (over 60 years old). The structure of knowledge of environmental projects and programs, public and state bodies/institutions responsible for the state of the environment in the city of Izhevsk and Udmurtia has been studied. An assessment of the environmental situation in the city of Izhevsk by segment was recorded, and differentiation of people’s opinions regarding the consequences of environmental deterioration and the relevance of environmental problems was noted. An indirect study of the behavioral attitudes of a “responsible citizen” made it possible to assess the norms of behavior of the population and their readiness to act. Based on people's opinions, a rating of the relevance of measures to improve the environmental situation in the city of Izhevsk and the Urals was formed. As a result, an assessment of ecological culture is given by segments in the “cognition-feeling-action” model and illustrated graphically.