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This work investigates buying process in case if a consumer doesn't perceive the target product as that of having direct benefit for the environment. The "green trend" is becoming more popular, and many products which would have never been associated with eco-safety before are positioned now as environmentally friendly. Examples can be environmentally friendly household chemicals, fuels, etc. The main assumption is that environmental issue concerning one product generates for consumer complex impression of company producer as of social responsible one. I will include factor of sufficiency of marketing communications tools, because I assume that the most important for consumer's perception of the product is the mix of his attitude towards CSR reputation of the company, consumer's personal attitude towards environmental issues and marketing tools company uses to promote its "green" product. The topic relevancy is rather high: the global community is becoming aware of world ecological threats, more environmentally responsible. Global companies (retailers - in particular) declare their awareness of responsibility, offering customer new products made on environmentally-friendly basis.