Retail products´ sustainability from the point of Czech consumers´ view

Eva Jaderná ()
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Eva Jaderná: SKODA AUTO University, Mlada Boleslav, Czech Republic

Marketing Science & Inspirations, 2022, vol. 17, issue 1, 29-37

Abstract: Sustainability in retail is one of the most important parts in strategic management decision making. Retailers want to be socially responsible, or to have the label „sustainable retailer”. Important is the macro area, represented by official statement. The micro area – daily sustainable activities, or decisions – is crucial, too. Stakeholders compare the statement, and a true behavior to customers, employees, society. One aspect of retailers´ sustainability is an offer of sustainable products. Listed sustainable products mean a true interest in an environmental, social, and economic development. Consumers tend to buy sustainable products, search for information about sustainability of a retailer. Sustainability is the aspect, supporting consumers´ better feeling by different products´ consumption. Pricing of many sustainable products is similar to pricing of usual assortment. Therefore, sustainable offer is interesting for more consumers. This paper aims to present results from marketing research in 2021. It was focused on perception of sustainable products, and interest in sustainability by different kinds of products. Which aspects are important in confirmation of sustainable products? Which kinds of products is sustainability crucial for?

Keywords: sustainability; consumer; sustainable product; environmental; TBL (search for similar items in EconPapers)
JEL-codes: L62 M11 M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:17:y:2022:i:1:p:29-37

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