On formation of environmental needs among young people (on the example of Omsk and Ekaterinburg)

Environmental needs of young people as the basis for making marketing decisions in the field of socio-ethical, territorial and state marketing are considered. Environmental issues, which have become relevant due to the rapid economic development of the world economy, set a task before researchers of finding ways to solve them, including the use of marketing tools. One of the least studied fields of research in environmental marketing are the issues of satisfying the environmental needs of people, including the young ones. The aim of the study has been to identify the environmental needs among young people as a new generation of subjects with emerging environmental awareness. Environmental needs of young people have been examined using an online survey among university students of Omsk and Ekaterinburg. The results of the study have shown their awareness of environmental issues, as well as their readiness to engage in environmental activity both when purchasing products and by participating in environmental events. The obtained results are advisable for use to manufacturers when differentiating their product on the market and creating new products in accordance with environmental needs; to bodies of state and territorial administrations in order to form new models of behavior of young people and maintain the ecological culture of the population by means of marketing communications tools.