2017 | 337 | 194-203
Article title

Idea konsumpcji ekologicznej wśród kobiet

Title variants
The idea of ecological consumption among women
Languages of publication
W artykule podjęto próbę odpowiedzi na pytanie, jakie są postawy kobiet wobec konsumpcji ekologicznej. Z badań wynika, że kobiety mają bardziej przychylne postawy niż mężczyźni wobec środowiska i produktów ekologicznych. Dbałość o zdrowie i bezpieczeństwo rodziny, szczególnie dzieci, wyłania się jako silny motywator zakupu produktów ekologicznych. Sytuacja ta stawia wiele wyzwań przed marketingiem.
Nowadays, ecological consumption is one of the most characteristic trends which takes into account environmental aspects of products in decision-making processes and prioritizes products that minimize the negative impact on environment. Research shows that gender influences the purchasing decisions of organic products. Women have a more favorable attitude towards environment and organic products. Taking care of the health and safety of the family, especially children emerges as a strong motivator to buy organic products. This situation poses lots of challenges for marketing. Young, working women who have children are one of the main potential consumers of organic products. They constitute a segment of consumers which should be taken into account both in market segmentation, as well as the design of marketing activities. If femininity is closely related to environmental protection, companies may try to create a more feminine personality of the brand strategy to communicate with consumers.
Physical description
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Publication order reference
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