Significant Communication Factors for Sustainable Products with a Focus on Czech Consumers

• Authors: Jaderná Eva , Srbová Alena
• Languages of publication: EN

Abstracts

EN

The aim of the study is to identify the importance of partial communication factors of sustainable products for the Czech consumer. First, the data from an online survey is interpreted in the form of descriptive statistics to establish a comprehensive overview of the attitudes and preferences of Czech consumers. Second, the global envelope method is used to evaluate reactions to packaging, certificates, ingredients, in-store placement, awareness, sales in a sustainable store, higher prices, and other factors among selected target groups. Based on the results of the 2020 questionnaire survey, significant target groups were identified by frequency analysis and their responses to communication factors were monitored for apparel, drugstore and cosmetics, and food. The test results show that clearly the most important communication factor for sustainable products is the certificate, to a large extent for two categories: males 45 – 64 years old and females who are university educated.

Keywords

EN

consumer behaviour; corporate social responsibility; promotion; sustainability; sustainable product

• Publisher: Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda
• Journal: Communication Today
• Year: 2024
• Volume: 15
• Issue: 1
• Pages: 78-97

Contributors

author

Jaderná Eva

• Department of Marketing and Management, ŠKODA AUTO University, Na Karmeli 1457, 293 01 Mladá Boleslav, Czech Republic

author

Srbová Alena

Identifiers

DOI

10.34135/communicationtoday.2024.Vol.15.No.1.6