Acceptability and perception of environmentally friendly products by student population in Croatia

Abstract

Purpose: The purpose of this paper is to point out the perceptions of the student population toward environmentally friendly products and examine if they are willing to pay higher prices for those products. Methodology: The research conducted in the second half of 2020 included the student population, i.e. a sample of 114 respondents. The close-ended questions offered answers ranging from the level of knowledge related to general concepts to the factors related to purchasing decisions. Data were collected through an online survey. The collected data were analyzed by statistical software packages MedCalc Statistical Software version 19.1.7 and SPSS. Results: Respondents are familiar with the concepts of sustainable development, a socially responsible business and green consumers, which they define correctly. There are no major differences between male and female respondents. When choosing a product, respondents of both genders mention product quality as the most important factor. The second most important factor is the price, followed by the brand of the product and the environmental friendliness of the product. The brand of the product and environmental acceptability of the product are somewhat more important to male respondents than to female respondents. Corporate social responsibility of the company that produces a product is described as least important by respondents of both genders when choosing a product. Conclusion: It is evident that the student population changed their attitudes towards environmentally friendly products compared to year 2009, but the trend has not changed since 2015. It is a market segment that takes into account this factor when choosing a product.