On the second round
One of the most important eco-trends for retail is the sale of goods made from recycled materials. The Perekrestok chain (X5 Retail Group) has started selling clothes from the #Rebirth capsule collection. All the raw materials for its manufacture - mainly plastic - were collected in the stores of the chain.
X5 has been collecting plastic containers since 2019. Then the holding, together with Unilever, installed special fandomats in three Moscow Karusels and seven Perekrestok stores - since then their number has grown several times. If you return used PET bottles and plastic vials from household chemicals, you can receive a 10% discount coupon for the purchase of part of Unilever products.
This approach is beneficial to each of the parties: consumers receive a discount in retail chains of X5 Retail Group, which gives stores additional traffic and customer loyalty. Household chemicals manufacturer Unilever is driving growth in sales of its own products, as the discount applies to the brand's assortment. A similar system exists in other networks, for example, in VkusVilla and Lenta. And you can learn more about the ecological program "Crossroads" on the website healthy-perekrestok.ru
By the way, in Europe, most fandomats work on the principle of the return of the deposit. The price of the goods initially includes the price of packaging, therefore, when it is handed over for processing, the buyer receives the amount of the deposit - in cash or on a bank card. In Russia, fandomats cannot issue money due to the requirements of the law: all income of individuals is taxed.
The Russian Eco bureau GREENS regularly polls residents of Moscow and St. Petersburg for environmental literacy. Since 2017, the portrait of a conscious consumer has remained practically unchanged - these are its main characteristics:
-Age: 18-35 years old
-Usually no children
-Higher education
-Works as a manager, studies or freelancer
-He is interested in tourism, travel, healthy lifestyle, goes in for sports, is fond of music, cinema, cooking
-Environmental habits
-Uses eco bags / tumblers for coffee
-Buys eco-goods
-Hand over batteries
-Saves energy and water
-Knows about separate waste collection
Conscious consumer portrait