IDEAS home Printed from https://ideas.repec.org/a/cub/journm/v15y2020i4p27-37.html
   My bibliography  Save this article

Purported green attitude vs. actual pro-environmental behaviour of Czech consumers

Author

Listed:
  • Radka H. Picková

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

  • Michal Hrubý

    (ŠKODA AUTO University, Mladá Boleslav, Czech Republic)

Abstract

Green attitudes and consumer behaviour should correlate in order to achieve environmental objectives. Yet an attitude-behaviour gap exists, and there are many reasons why green attitudes are not proportionately translated into actual behaviour. This paper aims to describe the foundations of green attitudes of Czech consumers – their trust in solutions of companies, their belief in global warming and their willingness to join pro-environmental initiatives. Czech consumers were segmented by their gender, age and education. Based on a literature review and the results of this research, managerial implications were suggested in order to reduce this attitude-behaviour gap and help companies to communicate their green strategy more effectively. These findings were framed by the previous research papers by the authors (Jaderná et al.) and should give an indication how to understand Czech consumers better.

Suggested Citation

  • Radka H. Picková & Michal Hrubý, 2020. "Purported green attitude vs. actual pro-environmental behaviour of Czech consumers," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 15(4), pages 27-37.
    • Handle: RePEc:cub:journm:v:15:y:2020:i:4:p:27-37
    as

    Download full text from publisher

    File URL: https://msijournal.com/green-attitude-behaviour-consumers/
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    green consumer; environmental concern; green scepticism; green marketing; consumer behaviour; 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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cub:journm:v:15:y:2020:i:4:p:27-37. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Frantisek Olsavsky (email available below). General contact details of provider: https://edirc.repec.org/data/fmkomsk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.