Differences in attitude towards ethical shopping between generations X, Y and Z in a marketing communication context

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F23%3A94656" target="_blank" >RIV/60460709:41110/23:94656 - isvavai.cz</a>

Result on the web

<a href="https://uni.uhk.cz/hed/site/assets/files/1084/proceedings_2023_1.pdf" target="_blank" >https://uni.uhk.cz/hed/site/assets/files/1084/proceedings_2023_1.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.36689/uhk/hed/2023-01-000" target="_blank" >10.36689/uhk/hed/2023-01-000</a>

Result language

angličtina

Original language name

Differences in attitude towards ethical shopping between generations X, Y and Z in a marketing communication context

Original language description

The need to ensure sustainable consumption is one of societys main challenges. The latest research agrees that current levels must change to achieve long term sustainability. A prerequisite for sustainable development is sustainable consumption. Communications role in promoting the purchase of environmentally friendly products is an important field of research in this area. The article aims to identify attitudes towards the ethical aspects of purchasing and their differences among Generation X, Y and Z representatives and use these findings in marketing communication. This information can aid in increasing consumers awareness about ethical shopping principles. Different approaches were determined through research by the Department of Business and Finance at CZU Prague from 2014 2021, focusing on sustainable shopping and applying ethical principles when purchasing. The research comprises a quantitative questionnaire survey (n 996) and a statistical data evaluation. It was found that the direct purchase of ethical products was most often carried out by Generation Z and the least by Generation X. When considering ethical values in a purchase decision making process, Generation X prioritizes the desire to help, whereas Generation Y and Z prioritize the sense of personal responsibility. The Covid 19 pandemic had no major effect on the Generations approaches.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2023

Confidentiality

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

Article name in the collection

Hradec Economic Days 2023

ISBN

978-80-7435-901-9

ISSN

2464-6067

e-ISSN

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Number of pages

12

Pages from-to

678-689

Publisher name

University of Hradec Králové

Place of publication

Hradec Králové

Event location

Hradec Králové

Event date

Jan 1, 2023

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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