Cognitive rationality and sustainable decision based on Maslow`s theorem: Acase study in Slovakia

Nowadays, the social pressure on the producers of passenger cars in the scope of their pro-environmental innovativeness is accelerating. However, the market does not accept the shift from traditional fuel technologies,and thus, a significant consumption schismhas been created. One of the possible reasons forsuch a situation is a structured analysis of the principles of needs.Motivations of consumers in this aspect, where the phenomenon of car brand is alsosignificant.However, stating the general functional mechanisms and patterns is not enough in this respect, butthe structure of consumer characteristics relevant for these mechanisms and patterns would be usefulto explore. Thus, this article analyses the possible marketing tools from themarketing management side. The hypothesis is that the individual passenger car influences more levels of the Maslow pyramid. Therefore, changes are harder to be reached. Some preliminary car usage data has been collected in Slovakia by surveying to investigate the socio-economic dependence of car usage. These data have been evaluated via descriptive statistics. The results serve as a platform for further research. It has been found that socio-economic characteristicscould significantly influence Maslow'stheorem.Thus, contemporary knowledge about the influence of psychographic characteristics should be revised in favorof this new knowledge.