ESC

Clarivate

JCR Category: Business in ESCI edition

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2023) 1.2 Q4
Journal Citation IndicatorTM (2023) 0.33 Q3
Received: 2023-12-11  |  Accepted: 2024-04-17  |  Published: 2024-06-30

Title

Sustainable products and their perception by Czech consumers


Abstract

This article aimed to determine whether Czech consumers buy more sustainable products in relation to their income level and the fact that they trust the certificates awarded to sustainable products. To achieve the goal, a quantitative data collection method was used, a questionnaire survey in which 997 respondents participated (quota sampling) and was implemented from June to September 2020. Subsequently, correlation analysis and Pearson's chi-square were used to process the primary data obtained. The correlation analysis method was used to determine whether a higher income means that consumers tend to buy sustainable products. The research results showed that the level of consumer income does not affect the preference for purchasing a sustainable product. Using the second Pearson chi-square method, it was found that consumers who believe in certificates buy more sustainable products, but the dependence appeared very weak, according to the result of the contingency coefficient. The research limits can be seen in the fact that only one research method was used for data collection: a questionnaire survey. For a better and deeper understanding of the consumption behaviour of Czech consumers in the case of buying/not buying sustainable products, qualitative methods of data collection, e.g., focus groups, and guided in-depth interviews.


Keywords

sustainability, eco-friendly product, fair-trade product, price, certification, supporting the sale


JEL classifications

D91 , M31


URI

http://jssidoi.org/jesi/article/1195


DOI


Pages

120-134


Funding

This paper is one of the outcomes of the research grant SGS/2019/01 Jaderná, Department of Marketing and Management at SKODA AUTO University, Mladá Boleslav, and one of the outcomes of the research IVSUPS005 Marketing communication management for building, maintaining and protecting identity and reputation in the Internet environment, Department of Tourism and Marketing at Institute of Technology and Business, České Budějovice.

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Srbová, Alena
Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic https://www.vstecb.cz
Articles by this author in: CrossRef |  Google Scholar

Jaderná, Eva
ŠKODA AUTO University, Mladá Boleslav, Czech Republic https://www.savs.cz
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

11


Number

4


Issue date

June 2024


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 701  |  PDF downloads: 270

References


Adamik, A., & Sikora-Fernandez, D. (2021). Smart Organizations as a Source of Competitiveness and Sustainable Development in the Age of Industry 4.0: Integration of Micro and Macro Perspective. Energies, 14(6), 1572. https://doi.org/10.3390/en14061572

Search via ReFindit


Ahmad, M., Ahmed, Z., Gavurova, B., & Oláh, J. (2022). Financial risk, renewable energy technology budgets, and environmental sustainability: is going green possible? Frontiers in Environmental Science, 10. https://doi.org/10.3389/fenvs.2022.909190

Search via ReFindit


Akhatar, R., Sultana, S., Masud, M. M., Jafrin, N., & Al-Mamum, A. (2021). Consumers´ environmental ethics, willingness, and green consumerism between lower and higher income groups. Resources, Conservation and Recycling, 2021, 168, 105274. https://doi.org/10.1016/j.resconrec.2020.105274

Search via ReFindit


Aksoy, H., & Özsömez, C. (2019). How Millennials Knowledge, Trust, and Product Involvement Affect the Willingness to Pay a Premium Price for Fairtrade Products? Asian Journal of Business Research, 9(2), 95-112. https://doi.org/10.14707/ajbr.190062

Search via ReFindit


Al-Dubai, O., & Develi, E. I. (2022). Green Marketing and Its Impact on Consumer Buying Behavior. Journal of International Trade, Logistics and Law, 8(1), 162-170. Retrevied November 15, 2023 from http://www.jital.org/index.php/jital/article/view/282/pdf_153

Search via ReFindit


Ambec, S., & De Donder, P. (2022). Environmental policy with green consumerism. Journal of Environmental Economics and Management, 111, 102584. https://doi.org/10.1016/j.jeem.2021.102584

Search via ReFindit


Ansar, N. (2013). Impact of Green Marketing on Consumer Purchase Intetiton. Mediterranean Journal of Social Sciences, 4(11), 650-655. Retrevied November 22, 2023 from https://www.richtmann.org/journal/index.php/mjss/article/view/1352

Search via ReFindit


Becchetti, L., & Michetti, M. (2008). When Consumption Generate Social Capital: Creating Room for Manoeuvre for Pro-Poor Policies. African Journal of Business & Management, 4(14), 2903-2914. Retrevied November 1, 2023, from https://ssrn.com/abstract=1157909

Search via ReFindit


Bissinger, K. (2018). Price Fairness: Two-Stage Comparison of Conventional and Fairtrade Prices. Journal of International Consumer Marketing, 31(2), 86-97. https://doi.org/10.1080/08961530.2018.1482525

Search via ReFindit


Bissinger, K. (2019). Fairtrade and Economic Pro-Poor Growth: A Litariture Review. Journal of Poverty, 23(6), 521-542. https://doi.org/10.1080/10875549.2019.1616036

Search via ReFindit


Biswas, A. (2016). A Study of Consumers´ Willingness to Pay for Greeen Products. Journal of Advanced Management Science, 4(3), 211-215. https://doi.org/10.12720/joams.4.3.211-215

Search via ReFindit


Brécard, D. (2017). Consumer misperception of eco-labels, green market stucture and welfare. Journal of Regulatory Economics, 51, 340-364. https://doi.org/10.1007/s11149-017-9328-8

Search via ReFindit


Buzzi, T. (2021). The State of CSR Strategic Communication and Company Reputation in the Fashion Industry: The Consumer’s Perspective after Covid-19 Pandemic. Economia Aziendale Online, 12(3), 351-362. http://dx.doi.org/10.13132/2038-5498/12.3.351-362

Search via ReFindit


Chaikin, O. (2015). Ecologically certified products promotion alternative management methods. Management Theory and Studies for Rural Business and Infrastructure Development, 37(2), 179-188. https://doi.org/10.15544/mts.2015.16

Search via ReFindit


Chirilli, C., Molino, M., & Torri, L. (2022). Consumers’ Awareness, Behavior and Expectations for Food Packaging Environmental Sustainability: Influence of Socio-Demographic Characteristics. Foods, 11, 2388. https:// doi.org/10.3390/foods11162388

Search via ReFindit


Dabija, D-C., Chebeň, J., & Lancaric, D. (2017). Cross-cultural Investigation of Consum Generations Attitudes Towards Purchase of Environmentally Friendly Products in Apparel Retail. Studies in Business & Economics, 12(3), 27-42. https://doi.org/10.1515/sbe-2017-0034

Search via ReFindit


Dabija, D. C., Câmpian, V., Pop, A.-R., & Băbuț, R. (2022). Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility. Oeconomia Copernicana, 13(3), 891-934. https://doi.org/10.24136/oc.2022.026

Search via ReFindit


Dos Santos, R.B., Torrisi, N.M., & Pantoni, R.P. (2021). Third Party Certification of Agri-Food Supply Chain Using Smart Contracts and Blockchain Tokens. Sensors, 21(16), 5307. https://doi.org/10.3390/s21165307

Search via ReFindit


Durevall, D. (2020). Fairtrade and Market Efficency: Fairtrade-Labeled Coffee in the Swedish Coffee Market. Economies, 8(2), 1-17. https://doi.org/10.3390/economies8020030

Search via ReFindit


Ellen Macarthur Foundation & Circular Fibres Initiative (2017). A New Textiles Economy: Redesigning Fashion´s Future. https://emf.thirdlight.com/link/2axvc7eob8zx-za4ule/@/preview/1?o

Search via ReFindit


Epstein, M.J., Buhovac, A.R., Elkington, J., & Leonard, H.B.D. (2017). Making Sustainability Work: Best Practices in Managing and Measuring Corporate Social, Environmental, and Economic Impacts (pp. 18-42). London: Routledge. https://doi.org/10.4324/9781351276443

Search via ReFindit


European Commission (2022a). Green Deal: New proposals to make sustainable products the norm and boost Europe´s resource independence. Brussels: European Commission. https://ec.europa.eu/commission/presscorner/detail/en/ip_22_2013

Search via ReFindit


European Commission (2022b). A European Green Deal. Brussels: European Commission. https://ec.europa.eu/info/strategy/priorities-2019-2024/european-green-deal_en

Search via ReFindit


European Commisssion (2022c). Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions: EU Strategy for Sustainable and Circular Textiles. Brussels: European Commission. Retrevied November 22, 2022 from https://eur-lex.europa.eu/resource.html?uri=cellar:9d2e47d1-b0f3-11ec-83e1-01aa75ed71a1.0001.02/DOC_1&format=PDF

Search via ReFindit


Fan, H., & Zeng, L. (2011). Implementation of green marketing strategy in China: A study of the green food industry. http://www.diva-portal.org/smash/get/diva2:422184/FULLTEXT01.pdf

Search via ReFindit


Fernando, Y., Jabbour, Ch., J., Ch., & Wah, W.-X. (2019). Pursuing green growth in technology firms trhough the connections between environmental innovation and sustainable business performance: Does service capability matter? Resources, Conservation and Recycling, 141, 8-20. https://doi.org/10.1016/j.resconrec.2018.09.031

Search via ReFindit


Gallardo Vázquez, D. (2023). Attributes influencing responsible tourism consumer choices: Sustainable local food and drink, health-related services, and entertainment. Oeconomia Copernicana, 14(2), 645–686. https://doi.org/10.24136/oc.2023.018

Search via ReFindit


Gavurova, B., Bacik, R., Fedorko, R., & Nastisin, L. (2018). The customer's brand experience in the light of selected performance indicators in the social media environment. Journal of Competitiveness, 10(2), 72-84. https://doi.org/10.7441/joc.2018.02.05

Search via ReFindit


Gavurova, B., Schonfeld, J., Bilan, Y., & Dudas, T. (2022). Study of the Differences in the Perception of the Use of the Principles of Corporate Social Responsibility in Micro, Small and Medium-Sized Enterprises in the V4 Countries. Journal of Competitiveness, 14(2), 23–40. https://doi.org/10.7441/joc.2022.02.02

Search via ReFindit


Hameed, I., Hyder, Z. Imran, M., & Shafiq, K. (2021). Greenwash and green purchase behavior: an environmentally sustainable prespective. Environment, Development & Sustainability, 23(9), 13113-13134. https://doi.org/10.1007/s10668-020-01202-1

Search via ReFindit


Hojnik, J., Ruzzier, M., & Manolova, T.S. (2020). Sustainable development: Predictors of green consumerism in Slovenia. Corporate Social Responsibility & Environmental Management, 27(4), 1695-1708. https://doi.org/10.1002/csr.1917

Search via ReFindit


Hoolohan, C., Berners-Lee, M., McKinstry-West, J., & Hewitt, C.N. (2013). Mitigating the greenhouse gas emissions embodied in food through realistic consumer choices. Energy Policy, 63, 1065-1074. https://doi.org/10.1016/j.enpol.2013.09.046

Search via ReFindit


Jaderná, E. (2019). Grant research SGS/2019/01 Jaderná, Department of Marketing and Management, ŠKODA AUTO University.

Search via ReFindit


Jakubowska, D. (2021). Market differentation potential of traditional food quality labels: Consumer and producer expectation. Entrepreneurship and sustainability issues, 9(1), 239-250. https://doi.org/10.9770/jesi.2021.9.1(14)

Search via ReFindit


Kaviya, S., & Priyadarshini, R.G. (2022). Green Consumerism: Consumer Purchase Intention and Behavior towards Gree Products in FMCG Secto. Abhigyan, 40(1), 1-10. https://www.fsm.ac.in/images/cms/abhigyan-content-401-fore-website.pdf

Search via ReFindit


Krzywda, J., Krzywda, D., & Androniceanu, A. (2021). Managing the energy transition through discourse. The case of Poland. Energies, 14(20), Article no. 6471. https://doi.org/10.3390/en1420647

Search via ReFindit


Lentjushenkova, O., Zarina, V., & Titko, J. (2019). Disclosure of intellectual capital in financial reports: case of Latvia. Oeconomia Copernicana, 10(2), 341-357. https://doi.org/10.24136/oc.2019.017

Search via ReFindit


Lewandowska, A., Berniak-Woźny, J., & Ahmad, N. (2023). Competitiveness and innovation of small and medium enter-prises under Industry 4.0 and 5.0 challenges: A comprehensive bibliometric analysis. Equilibrium. Quarterly Journal of Economics and Economic Policy, 18(4), 1045-1074. https://doi.org/10.24136/eq.2023.033

Search via ReFindit


MacGregor Pelikánová, R., & Sani, M. (2023). Luxury, slow and fast fashion: A case study on the (un)sustainable creating of shared values. Equilibrium. Quarterly Journal of Economics and Economic Policy, 18(3), 813-851. https://doi.org/10.24136/eq.2023.026

Search via ReFindit


Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability, 14(18), 11703. https://doi.org/10.3390/su141811703

Search via ReFindit


Matharu, M., Jain, R., & Kamboj, S. (2020). Understanding the impact of lifestyle on sustainable consumption behavior: a sharing economy perspective. Management of Environmental Quality: An International Journal, 32(1), 20-40. https://doi.org/10.1108/MEQ-02-2020-0036

Search via ReFindit


Ministry of the Environment of the Czech Republic (Ministerstvo životního prostředí České republiky) (2021a). System of OH indicators - reporting year 2020 (final data) (Soustava indikátorů OH - ohlašovací rok 2020 (finální data). Prague: Ministry of the Environment of the Czech Republic. https://www.mzp.cz/C1257458002F0DC7/cz/odpady_podrubrika/$FILE/OODP-Soustava_indikatoru_2020_zverejneno-20211029.pdf

Search via ReFindit


Ministry of the Environment of the Czech Republic (Ministerstvo životního prostředí České republiky) (2021b). Production and waste management in 2020 (Produkce a nakládání s odpady v roce 2020). Prague: Ministry of the Environment of the Czech Republic. https://www.mzp.cz/C1257458002F0DC7/cz/odpady_podrubrika/$FILE/OODP-Produkce_a_nakladani_2020-20211029.pdf

Search via ReFindit


Mook, A., & Overdevest, C. (2020). Fairtrade credentialism: towards undestanding certifie producer organizations´ perceptions of Fairtrade as a credentil. Globalizations, 17(1), 110-125. https://doi.org/10.1080/14747731.2019.1638113

Search via ReFindit


Mosca, F., & Civera, C. (2017). The Evolution of CSR: An Integrated Approach. Emerging Issues in Management, 1, 16-35. https://symphonya.unicusano.it/article/view/2017.1.03mosca.civera/11658

Search via ReFindit


Nattaavuthisti, K., & Thogersen, J. (2017). The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food. Journal of Business Ethics, 140(2), 323-337. https://doi.org/10.1007/s10551-015-2690-5

Search via ReFindit


Niklas, B., Storchmann, K., & Vink, K. (2017). Fairtrade Wine Price Dispersion in the United Kingdom. Journal of Wine Economics, 12(4), 446-456. https://doi.org/10.1017/jwe.2017.48

Search via ReFindit


Podhorsky, A. (2015). A positive analysis of Fairtrade certification. Journal of Development Economics. 116, 169-185. https://doi.org/10.1016/j.jdeveco.2015.03.008

Search via ReFindit


Reynolds, L.T. (2014). Fairtrade, certification, and Labor: global and local tensions in improving conditions for agricultural. Agriculture and Human Values, 31(3), 499-511. https://doi.org/10.1007/s10460-014-9506-6

Search via ReFindit


Ruggeri, G., Corsi, S., & Nayga, R. M. (2021). Eliciting willingness to pay for fairtrade products with information. Food Quality and Preference, 87, 104066. https://doi.org/10.1016/j.foodqual.2020.104066

Search via ReFindit


Samaraweera, M., Sims, J.D., & Homsey, D.M. (2021). Will a green color and nature images make consumers pay more for a green product? Journal of Consumer Marketing, 3(3), 305-312. https://doi.org/10.1108/JCM-04-2020-3771

Search via ReFindit


Sanusi, F.A., & Johl, S.K. (2022). Sustainable internal corporate social responsibility and solving the puzzles of performance sustainability among mediuum size manufacturing companies: An emipirical approach. Helyon, 8(8), 1-12. https://doi.org/10.1016/j.heliyon.2022.e10038

Search via ReFindit


Sedky, D., & AbdelRaheem, M., A. (2022). Studying green marketing in emerging economies. Business Strategy and Development, 5(1), 59-68. https://doi.org/10.1002/bsd2.183

Search via ReFindit


Sellare, J., Meemken, E.-M., & Qaim, M. (2020). Fairtrade, Agrochemical Input Use, and Effects on Human Health and the Environment. Ecological Economics, 176, 106718. https://doi.org/10.1016/j.ecolecon.2020.106718

Search via ReFindit


Sharma, N.K., & Kushwaha, G.S. (2019). Eco-labels: A Tool fro Green Marketing or Just a Blind Mirror for Consumers. Electronic Green Journal, 1(42), 1-23. https://doi.org/10.5070/G314233710

Search via ReFindit


Simionescu, M., Szeles, M.R., Gavurova, B., & Mentel, U. (2021). The impact of quality of governance, renewable energy and foreign direct investment on sustainable development in CEE countries. Frontiers in Environmental Science, 9, 765927. https://doi.org/10.3389/fenvs.2021.765927

Search via ReFindit


Siuda, D. (2022). The Role of Sustainable Consuption and Green Marketing in Consumers´ Purchase Decisions in the SMART Era. Problemy Zarządzania, 20(96), 215-235. https://doi.org/10.7172/1644-9584.96.11

Search via ReFindit


Skare, M., Gavurova, B., & Rigelsky, M. (2023). Innovation activity and the outcomes of B2C, B2B, and B2G E-Commerce in EU countries. Journal of Business Research, 163, 113874. Skare, M., Gavurova, B., & Rigelsky, M. (2024a). Quantification of the impact of innovations in industry and infrastructure for sustainable circular economy production and consumption. Journal of Innovation & Knowledge, 9(1), 100456. https://doi.org/10.1016/j.jik.2023.100456 Škare, M., Gavurova, B., & Porada-Rochon, M. (2024b). Digitalization and carbon footprint: Building a path to a sustainable economic growth. Technological Forecasting and Social Change, 199, 123045. https://doi.org/10.1016/j.techfore.2023.123045 https://doi.org/10.1016/j.jbusres.2023.113874

Search via ReFindit


Van den Broeck, G., Vlaeminck, P., Raymaekers, K., Vande Velde, K., Vranken, L., & Maertens, M. (2017). Rice farmers´preferences for farirtrade contracting in Benin: Evidence from a discrete choice experiment. Journal of Cleaner Production, 165, 846-854. https://doi.org/10.1016/j.jclepro.2017.07.128

Search via ReFindit


Wei, H., Fuqiang, Zh., Yu, Zh., & Tracy, L. (2021). Green Human Resource Practice and Team Innovation Performance: Roles of Team Boundary-Spanning Behaviour and Responsible Leadership. Transformations in Business & Economics, Vol. 20, No 3C (54C), pp.585-604.

Search via ReFindit


World Commission on Enviroment and Development. (1987). Report of the World Commission on Environment and Development: Our Common Future. New York: United Nations. , https://archive.org/details/ourcommonfuture00worl https://sustainabledevelopment.un.org/content/documents/5987our-common-future.pdf

Search via ReFindit


Yanginlar, G., Fidan, Y., & Küllük, S. (2022). Green Supply Chain Management as a Determinant of Corporate Social Responsibility nad Corporate Reputation. Turkish Journal of Business Ethics, 15(1), 84-108. https://doi.org/10.12711/tjbe/m2771

Search via ReFindit