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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název statě ve sborníku

Hradec Economic Days 2023

ISBN

978-80-7435-901-9

ISSN

2464-6067

e-ISSN

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Počet stran výsledku

12

Strana od-do

678-689

Název nakladatele

University of Hradec Králové

Místo vydání

Hradec Králové

Místo konání akce

Hradec Králové

Datum konání akce

1. 1. 2023

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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