INCORPORATING SUSTAINABLE/ECO-FRIENDLY PRODUCTS INTO THE RETAIL ASSORTMENT STRATEGY IN RESPONSE TO EVOLVING CONSUMER DEMAND
DOI:
https://doi.org/10.60022/3(4)-6SKeywords:
“Green” products, consumer demand, retail, assortment policy, retail chainsAbstract
The full-scale war has radically transformed the lives and consumer priorities of Ukrainians, compelling retail businesses to update their assortment policies by focusing on new trends and consumer needs in an environment of uncertainty. Numerous studies indicate that modern consumers increasingly choose goods that align with their values: personal health, ecology, animal welfare, transparency, trust, and support for Ukrainian producers. Consequently, “green” products are gaining particular relevance and represent a key contemporary trend. The purpose of this article is to define the steps and key aspects for the successful integration of “green” products into the assortment policy of retail. As a result of generalizing the obtained data, the steps, key aspects, and strategic decisions for the successful integration of “green” products into retail assortment policies were determined. Furthermore, the experience of leading domestic retailers in applying the “green” trend to their operations was described. This analysis revealed that the “green” trend encompasses not only the product range but also comprehensive ecological solutions aimed at reducing the operational impact on the environment, which positively influences consumer demand in these chains. The main “green” trends integrated into retail both before and after the full-scale invasion were presented, including measures for supporting consumer demand.
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Copyright (c) 2026 Оксана Миколаївна Данкеєва, Лариса Володимирівна Страшинська, Людмила Миколаївна Закревська (Автор)
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