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Differences in sustainable nutrition behaviour of different generations of Czech consumers

Author

Listed:
  • Eva Jaderná

    (ŠKODA AUTO University, Czech Republic)

  • Alena Srbová

    (Institute of Technology and Business in České Budějovice, Czech Republic)

Abstract

Sustainable behaviour in everyday life is a key aspect of sustainable development. Consumers can be the initiators of sustainability in their purchases, consumption behaviour and long-term investment decisions. This article focuses not only on the area of nutrition, which plays an essential role in increasing the impact of consumption behaviour on sustainable development. Nutrition and its sustainability are perceived differently by different generations. The article presents the results of a questionnaire survey of Czech consumers. The sample of 1000 respondents provides relevant answers to the research questions, namely, which generation buys more sustainable products and whether there is a significant difference between generations in the sustainability of nutrition. The results show that younger generations tend to purchase sustainable products to a greater extent. They are also more likely to be vegan or vegetarian than older generations, although still, the proportion of vegans and vegetarians in the Czech Republic is negligible. In contrast to this trend towards sustainability in nutrition among the younger generation is the reduction in meat consumption, which is most pronounced among those aged 55-64.

Suggested Citation

  • Eva Jaderná & Alena Srbová, 2023. "Differences in sustainable nutrition behaviour of different generations of Czech consumers," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 11(2), pages 23-36, December.
    • Handle: RePEc:ssi:jouesi:v:11:y:2023:i:2:p:23-36
    DOI: 10.9770/jesi.2023.11.2(2)
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    More about this item

    Keywords

    consumer behavior; sustainable nutrition; generations; byuing behavior; consumer;
    All these keywords.

    JEL classification:

    • D10 - Microeconomics - - Household Behavior - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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