Identification of consumers willing to buy green products ? A case study in the Czech Republic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F44555601%3A13510%2F25%3A43899111" target="_blank" >RIV/44555601:13510/25:43899111 - isvavai.cz</a>

Result on the web

<a href="https://dspace.tul.cz/server/api/core/bitstreams/9ce87999-fe50-4a85-87dc-a8f16feac2e0/content" target="_blank" >https://dspace.tul.cz/server/api/core/bitstreams/9ce87999-fe50-4a85-87dc-a8f16feac2e0/content</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.15240/tul/001/2025-1-013" target="_blank" >10.15240/tul/001/2025-1-013</a>

Result language

angličtina

Original language name

Identification of consumers willing to buy green products ? A case study in the Czech Republic

Original language description

Green products are one way to protect the environment and eliminate the negative impact of human activity on the environment. However, the expansion of the sale of these products faces many challenges. One of the most significant obstacles is often cited as higher prices. The aim of this paper was to identify consumers willing to buy green products. The rimary factors analysed were the social background of consumers, price and the premium for green products. Secondary data in the form of other research on the issue was used to meet the objective. The theoretical aspect of green product purchasing behaviour was supplemented with information from the processing of primary data from a questionnaire survey. The target group was the working-age population with at least a secondary education in the northwest of the Czech Republic. The survey was conducted between May and September 2023 on a sample of 267 respondents. A factor analysis was used in the data analysis to identify the relationships between the factors under study and to reduce the dimensionality of the data, as was segmentation using cluster analysis and classification using decision trees. The results provide information on the green purchasing behaviour of consumers in the study region. Two segments of marketing interest for green product purchasing were identified. One is the segment of ordinary consumers, mostly well-off women with children, who are willing to pay more for green products than other groups of people. The other interesting segment was mostly single women, influenced by opinions on their environment, who do not buy green products regularly and are willing to pay extra for green products, but not a significant amount. The findings of the study may provide useful information for marketers when planning and implementing activities related to green products.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2025

Confidentiality

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

Name of the periodical

E+M. Ekonomie a Management

ISSN

1212-3609

e-ISSN

2336-5064

Volume of the periodical

28

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

13

Pages from-to

208-220

UT code for WoS article

001447534100013

EID of the result in the Scopus database

2-s2.0-105000541471