Template-Type: ReDIF-Article 1.0
Author-Name: Eva Jaderná
Author-Name-First: Eva
Author-Name-Last: Jaderná
Author-Email: eva.jaderna@savs.cz
Author-Workplace-Name: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Author-Name: Radka Picková
Author-Name-First: Radka
Author-Name-Last: Picková
Author-Email: radka.pickova@savs.cz
Author-Workplace-Name: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Author-Name: Jana Přikrylová
Author-Name-First: Jana
Author-Name-Last: Přikrylová
Author-Email: jana.prikrylova@savs.cz
Author-Workplace-Name: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Author-Name: Michal Hrubý
Author-Name-First: Michal
Author-Name-Last: Hrubý
Author-Email: edu.michal.hruby@savs.cz
Author-Workplace-Name: ŠKODA AUTO University, Mladá Boleslav, Czech Republic
Title: The interest of different generations of Czech consumers in certified products and environmental organizations
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.
Classification-JEL: L62, M11, M31
Keywords: certified products, environmental, green consumer, green marketing, segment, segmentation
Journal: Marketing Science & Inspirations
Pages: 10-24
Volume: 14
Issue: 4
Year: 2019
File-URL: https://msijournal.com/the-interest-of-different-generations-of-czech-consumers-in-certified-products-and-environmental-organizations/
Handle: RePEc:cub:journm:v:14:y:2019:i:4:p:10-24