Comparative analysis of ecologization models of retail trade enterprises on the example of "X5 Retail Group" and "Lenta"

Mityashin G. Yu., Katrashova Yu. V., Mindlin Yu. B.

This paper reviews ecologization models using the example of two major Russian retailers, X5 Retail Group and Lenta. The authors propose a scheme that reflects the 5 main stages of development of ecologization in the retail sector, identifying the transformation of the role of retail operators from reactive to proactive. The article contains a table describing the directions of ecologization: product ecologization, production ecologization and consumption ecologization, the complex development of which forms the strategy of ecologization of retail trade. The paper presents a case analysis of the greening models of "X5 Retail Group" and "Lenta", which have achieved significant success in the field of greening. Based on the results of the analysis, a petal chart is compiled that reflects the current achievements and weaknesses of the company's strategy. Based on this information, the authors conclude that the analyzed companies have chosen different vectors of activity in the field of greening: "X5" pays more attention to industrial greening, while "Lenta" focuses on greening the consumer environment. In conclusion, the author emphasizes the need to build a comprehensive strategy for greening retail trade enterprises, taking into account its 3 elements.

Keywords:retail, retail trade, retail chain, greening, lean consumption, waste processing.