Marketing Mechanism of Consumer Demand for Ecological Products Identification

In the global economy, causing the inefficient use of natural resources, the development of industry production of genetically modified foods and the reduction of quality agricultural land, info propaganda against the deteriorating environmental situation becomes larger and modern society increasingly focuses on improving the quality of life of the population. The current socio-economic situation encourages Russian companies to develop new environmentally-oriented approaches to the organization of marketing activities. But in Russia, the institutional environment of the Russian market does not allow environmentally-oriented enterprises to introduce new marketing tools, i.e. it is characterized by inadequate perfect the legal framework governing the interaction of all stakeholders in this market. Including Russia not adopted legislation on environmental labeling, and therefore extend unfair environmentally-oriented advertising and eco-branding enterprises, industrial and commercial activity which often does not respond positional enterprises environmental performance of products. Despite the lack of development of the institutional environment of the market, production and sale of organic products as a relatively advanced segment of the markets of developed foreign countries and is the premium segment of the market of developing countries, including in Russia. Due to th