The interest of different generations of Czech consumers in certified products and environmental organizations

Eva Jaderná (), Radka Picková (), Jana Přikrylová () and Michal Hrubý ()
Additional contact information
Eva Jaderná: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Radka Picková: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Jana Přikrylová: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Michal Hrubý: ŠKODA AUTO University, Mladá Boleslav, Czech Republic

Marketing Science & Inspirations, 2019, vol. 14, issue 4, 10-24

Abstract: Green consumers’ behavior is still the black box for green marketing. The environmental aspect influences many purchase decisions. How do Czech consumer really think in relation to environmental questions? This paper aims to describe some of the fundamental green activities of the Czech consumer in correlation to their age, gender, education and size of hometown. The knowledge of certified products, the interest to buy them and the knowledge of environmental organizations; the factors have all been considered as the most important factors driving consumers to be “green”. Based on the results, the segment of green Czech consumers was predefined. The description of generations (silent generation, Baby Boomers, generation X, Y, Z) was followed in order to understand the influence of age and other demographics on environmental behavior.

Keywords: certified products; environmental; green consumer; green marketing; segment; segmentation (search for similar items in EconPapers)
JEL-codes: L62 M11 M31 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://msijournal.com/the-interest-of-different-g ... ental-organizations/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:14:y:2019:i:4:p:10-24

Access Statistics for this article

More articles in Marketing Science & Inspirations from Comenius University in Bratislava, Faculty of Management Contact information at EDIRC.
Bibliographic data for series maintained by Frantisek Olsavsky ().