Assesment of the Impact of Green Marketing on Clothing Purchase Intention

This study aims to assess the impact of environmental marketing on the clothing purchase intention in the Russian market. To achieve this goal, the following tasks were set: to define green marketing and systematize approaches to understanding consumer behavior; analyze the current state and trends of the clothing and green marketing market in Russia; identify factors influencing pro-environmental behavior and consciousness of consumers; Identify the peculiarities of behavioral patterns of an environmental nature and in the fashion industry; Assess the impact of “green positioning” on brand perception and purchasing intention; develop practical recommendations for companies regarding the implementation of environmental marketing strategy. The scientific novelty of the work lies in the study of behavioral patterns of Russian consumers through the prism of environmental marketing, which at the moment remains poorly studied. The practical significance lies in the possibility of using the research findings by clothing brands to develop and implement environmental strategies which can increase consumer loyalty and improve the brand image. The work consists of an introduction, three chapters and a conclusion. The first chapter presents a theoretical overview, the second one – an analysis of the Russian fashion industry and green marketing market, and the third – a description of the research design and the results of the analyzes performed. The study design is mixed. The goal of the qualitative stage is to gain insights and a deeper understanding of consumer behavior. The purpose of quantitative phase is to test hypotheses, identify patterns and generalize research results to the general population. The results of the empirical study showed that green marketing has a significant impact on purchase intention, especially among consumers with high environmental awareness and values of responsible consumption. As part of the factor analysis, three main factors were identified (“functional characteristics of clothing”, “ESG agenda” and “brand identity”) that influence decision to purchase green clothing. Based on these components, four clusters were built, for each cluster a number of practical recommendations was compiled. The study confirms the effectiveness of green marketing in improving the competitiveness of clothing brands and demonstrates the importance of target audience analysis to ensure consistency and relevance of environmental marketing communications.