Eco-Stores: Social Media Communication and Audience Perception Features

Green marketing and green advertising have been studied since the second half of the last century, but all this time the authors studied them in the context of corporations, for which environmental friendliness is not a goal, but a tool. Not so long ago, a new business format appeared in Russia: eco-shops that prioritize the promotion of the idea of waste-free production and the fight against excessive consumption. At the same time, their activities and communication are contradictory in nature, since they must simultaneously combine the fight against consumerism and classical ways of stimulating sales in order to continue their activities in the current economic system. The purpose of this study is to identify the peculiarities of perception of posts published in the accounts of social networks of eco-shops by consumers of eco-goods.