Title: Consumer preferences for eco-friendly products

Authors: Dagmar Weberová; Peter Štarchoň; Martina Juříková; Eliška Káčerková; Lenka Ližbetinová

Addresses: Department of Marketing Communications, Tomas Bata University in Zlin, Nám. T.G. Masaryka 5555, 76001 Zlín, Czech Republic ' Department of Marketing Communications, Tomas Bata University in Zlin, Nám. T.G. Masaryka 5555, 76001 Zlín, Czech Republic ' Department of Marketing Communications, Tomas Bata University in Zlin, Nám. T.G. Masaryka 5555, 76001 Zlín, Czech Republic ' Department of Marketing Communications, Tomas Bata University in Zlin, Nám. T.G. Masaryka 5555, 76001 Zlín, Czech Republic ' Department of Marketing Communications, Tomas Bata University in Zlin, Nám. T.G. Masaryka 5555, 76001 Zlín, Czech Republic

Abstract: The aspect of eco-friendliness and the promotion of domestic products is becoming an important trend in business. Knowledge of consumer attitudes towards eco-friendly products enables the public and private sectors to shape consumer behaviour and respond more appropriately in their marketing campaigns. The aim of this research paper is to identify consumer preferences for eco-friendly products in the Czech Republic. The research is based on consumer behaviour theory with a focus on eco-friendly products, environmentally responsible consumers, and the effect of their country of origin. The objective will be fulfilled through a survey of 1,523 consumers in the Czech Republic. Descriptive and inferential statistics were used to process the data. The results indicate a majority group of actively environmentally responsible consumers. The preference for eco-friendly products is significantly different in terms of gender, age, and economic status.

Keywords: domestic products; eco-friendly products; consumer behaviour; Czech Republic; cluster analysis.

DOI: 10.1504/IJSEM.2024.139737

International Journal of Services, Economics and Management, 2024 Vol.15 No.4, pp.436 - 454

Received: 29 May 2023
Accepted: 25 Sep 2023
Published online: 05 Jul 2024 *

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