Influence of Czech consumers’ education level on preferences for sustainable retailers and products

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F29142890%3A_____%2F22%3A00042901" target="_blank" >RIV/29142890:_____/22:00042901 - isvavai.cz</a>

Result on the web

<a href="https://msijournal.com/wp-content/uploads/2022/07/MSI_v17_iss2.pdf" target="_blank" >https://msijournal.com/wp-content/uploads/2022/07/MSI_v17_iss2.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Influence of Czech consumers’ education level on preferences for sustainable retailers and products

Original language description

Sustainability in retail is a much discussed topic these days. Sustainability consists of more than environmental attributes. Economic and social dimensions are crucial for developing a sustainable society. Researchers tend to focus on new phenomena in consumer behaviour. In particular, their tendency to demand sustainability. This paper aims to deepen the analysis of this topic, in particular, to identify the Czech „sustainable segment“. Is the younger generation more interested in sustainability in retail? Is gender a significant variable? What about education level? This paper presents the results of a survey focused on the perception of sustainable retailers and sustainable products by Czech consumers. 997 usability questionnaires from a representative sample of respondents were interpreted using a frequency table and Crosstabs analysis. Environmental education and its concomitant increase in the level of competence are integral to the consumers’ perception of sustainability. The dependence of certain aspects of consumers’ behaviour/perception of sustainability on their education was further examined. Perception of sustainable retailers, association with sustainable product and recognition or purchase of sustainable products were monitored in relation to consumers’ education levels. According to results from the compiled research, the level of education influences perceived attributes of sustainability. Younger people with higher education could be, based on the interpreted data, the „sustainable segment“ of the retail market.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50800 - Media and communications

Project

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Continuities

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Marketing Science & Inspirations

ISSN

1338-7944

e-ISSN

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Volume of the periodical

17

Issue of the periodical within the volume

2

Country of publishing house

SK - SLOVAKIA

Number of pages

16

Pages from-to

26-41

UT code for WoS article

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EID of the result in the Scopus database

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