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The interest of different generations of Czech consumers in certified products and environmental organizations

Author

Listed:
  • Eva Jaderná

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

  • Radka Picková

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

  • Jana Přikrylová

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

  • Michal Hrubý

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

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.

Suggested Citation

  • Eva Jaderná & Radka Picková & Jana Přikrylová & Michal Hrubý, 2019. "The interest of different generations of Czech consumers in certified products and environmental organizations," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 14(4), pages 10-24.
    • Handle: RePEc:cub:journm:v:14:y:2019:i:4:p:10-24
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    Citations

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    Cited by:

    1. Lindokule Mbokane & Lee-Ann Modley, 2024. "Green Consumerism in Young Adults: Attitudes and Awareness in University Students in Johannesburg, South Africa," Sustainability, MDPI, vol. 16(5), pages 1-23, February.

    More about this item

    Keywords

    certified products; environmental; green consumer; green marketing; segment; segmentation;
    All these keywords.

    JEL classification:

    • L62 - Industrial Organization - - Industry Studies: Manufacturing - - - Automobiles; Other Transportation Equipment; Related Parts and Equipment
    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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