Consumers´ perception of sustainable retailers

Eva Jaderná () and Hana Volfová ()
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Eva Jaderná: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Hana Volfová: ŠKODA AUTO University, Mladá Boleslav, Czech Republic

Marketing Science & Inspirations, 2020, vol. 15, issue 4, 13-26

Abstract: Sustainability is a long-term retail trend in many forms. Retailers offer sustainable products, define strategy of corporate social responsibility, behave sustainable, social responsible in their everyday activities, and help with the environmental education. The paper aims to describe the perception of sustainable concepts in retail by the Czech consumers. A small enterprise, based on sustainable principles, will be introduced as a best practice in retail. Consumers tend to interest in sustainable companies. But, is their confidence and money saving more than sustainable purchasing? Afterwards, the results of a marketing research will be presented and will show the perception of sustainable retailers (zero waste stores) in the Czech Republic. A survey was organized and data from 997 respondents were interpreted. The results describe the differences between respondents in different age, gender, incomes, region of stay, or job. Zero waste stores, or other zero waste concepts are sustainable in their nature. Therefore, the interest in zero waste stores was observed, and interpreted in this paper. Recommendations are focused generally on zero waste principles in retail.

Keywords: consumer behavior; corporate social responsibility; Czech consumer; environmental protection; retailer; sustainability; sustainable principles; sustainable products; zero waste; zero waste grocery store (search for similar items in EconPapers)
JEL-codes: L62 M11 M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:15:y:2020:i:4:p:13-26

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