Assessment of Green Consumer Behaviour Among Generation Y in the Czech Republic
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F22%3A63552478" target="_blank" >RIV/70883521:28120/22:63552478 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Assessment of Green Consumer Behaviour Among Generation Y in the Czech Republic
Original language description
The main objective of this paper is to assess the adequacy and reliability of the collected data using the adopted scale of green consumer behavior and then conducting exploratory factor analysis to determine the constructs' reliability and the internal consistency of individual items. A questionnaire survey was carried out for this purpose. The green consumer behavior scale was used for the study's purposes. The first step was to use Jamovi software to assess the adequacy of the collected sample data using the Kaiser-Meyer-Olkin (KMO) and Bartlett's test of sphericity, followed by an analysis of the collected data's reliability using Cronbach's alpha. After ensuring adequacy and reliability, Adanco software was used to perform exploratory factor analysis (EFA). Desirable values of composite reliability are found for the preference factor and consumers' willingness to pay a higher price. Higher than desirable values for consumer focus on the environment and tolerance of possibly lower quality 'green' products indicate that some claims fulfilled some elements of duplication or redundancy. Furthermore, this reveals the fact that Generation Y customers recruited for this study are more inclined towards eco-friendly products and are even willing to compromise on the quality demanded of green products. The study discovered interesting patterns in establishing the fact that Czech Republic Generation Y consumers prefer green products and are willing to change their consumption habits to meet environmental needsAssessment of Green Consumer Behaviour Among Generation Y in the Czech RepublicThe main objective of this paper is to assess the adequacy and reliability of the collected data using the adopted scale of green consumer behavior and then conducting exploratory factor analysis to determine the constructs' reliability and the internal consistency of individual items. A questionnaire survey was carried out for this purpose. The green consumer behavior scale was used for the study's purposes. The first step was to use Jamovi software to assess the adequacy of the collected sample data using the Kaiser-Meyer-Olkin (KMO) and Bartlett's test of sphericity, followed by an analysis of the collected data's reliability using Cronbach's alpha. After ensuring adequacy and reliability, Adanco software was used to perform exploratory factor analysis (EFA). Desirable values of composite reliability are found for the preference factor and consumers' willingness to pay a higher price. Higher than desirable values for consumer focus on the environment and tolerance of possibly lower quality 'green' products indicate that some claims fulfilled some elements of duplication or redundancy. Furthermore, this reveals the fact that Generation Y customers recruited for this study are more inclined towards eco-friendly products and are even willing to compromise on the quality demanded of green products. The study discovered interesting patterns in establishing the fact that Czech Republic Generation Y consumers prefer green products and are willing to change their consumption habits to meet environmental needs
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50201 - Economic Theory
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
DOKBAT 2022 - 18th International Bata Conference for Ph.D. Students and Young Researchers
ISBN
978-80-7678-101-6
ISSN
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e-ISSN
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Number of pages
13
Pages from-to
332-344
Publisher name
Fakulta managementu a ekonomiky, UTB ve Zlíně
Place of publication
Zlín
Event location
Zlín
Event date
Sep 14, 2022
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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