| Abstract [eng] |
In the eight decade people already acknowledged the importance of management adaptation and that it could be possible to solve environment protection problems. Environmental problems became a political discussion topic for many countries. In polls of society opinion it was found out that many people are very concerned about the state of environment. Consumers pay more and more attention to the environmental problems. Hence, there is a need to research the possibilities of an ecological product demand in the market. Ecological products can be characterized as products for production of which, for service provision or work one uses less natural resources and environment is less polluted comparing with other product that performs the same function. Object of the work: attitude of the consumer Goals of the work: • To analyze models of consumer behavior from a theoretical point of view and types of consumer attitude; • To reveal the creation place of ecological products in green marketing solutions; • To present formation model of consumer attitude towards ecological products; • To analyze the attitude of Lithuanian consumers towards ecological products. The behavior of consumers is rather a complicated phenomenon that requires marketing and psychological knowledge to perform its research and analysis. In order to better understand the behavior of consumers, one needs to deeper analyze models of consumer behavior, attitudes of consumers, and their formation, factors that influence the choice of a consumer to buy one or their good/service. In order to satisfy needs of consumers, one uses green marketing; its main task is common aims constantly meeting the requirements of available and existing clients, using competitive advantages and striving to decrease environment protection problems. The research showed that respondents buy ecological products, because they take care of their and their family health; however, a big part does this to protect the environment. Those who do not buy these products stated that these products are too expensive for them; hence, the Government should encourage more the production and usage of ecological products in order to save welfare of future generations. The work consists of 72 pages, it includes 2 tables and 34 pictures. |
