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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

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

Název periodika

E+M. Ekonomie a Management

ISSN

1212-3609

e-ISSN

2336-5064

Svazek periodika

28

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

13

Strana od-do

208-220

Kód UT WoS článku

001447534100013

EID výsledku v databázi Scopus

2-s2.0-105000541471