Ecologization of retail: Russian experience

Abstract

The paper analyzes the changes that have occurred in retail trade under the influence of eco-friendly trends in Russia. The paper defines the terms ecologization and ecologization of retail. There are three main directions of retail development: commodity ecologization, greening business processes and ecologization of the consumer environment. The paper presents an analysis of innovations in each of the areas of greening. The main elements of commodity greening are the introduction of ecopackaging into the product range and the introduction of eco-packages. For industrial greening, it is recommended to organize work with suppliers taking into account the need for the turnover of reusable containers and pay special attention to the management of goods with an expiring shelf life. The organization of the collection of secondary raw materials on the territory of stores is considered as the greening of the consumer environment. The paper emphasizes the importance of using eco-friendly innovations in the marketing and advertising strategies of stores. For the analysis, the practice of large Russian retailers, such as “X5 Retail Group”, “Magnit”, “Lenta”, “VkusVill” was used.