Pub Date : 2022-12-31DOI: 10.46286/msi.2022.17.4.3
Cherouk Amr Yassin
This study attempts to provide insight into consumer decision-making, which has become increasingly difficult to understand and anticipate in today's sustainable development environment. A lack of awareness of tourists' perceptions and attitudes toward eco-friendly advertising in the hotel industry may impede hotels' capacity to attract consumers' purchasing power and negatively influence expected consumer response. As a result, this research article adds to our understanding of people's attitudes toward recommended eco-friendly hotel advertisements and their impact on the unplanned purchase of eco-friendly tours. Structural equational modelling was used to understand the relations of the factors under consideration. The findings revealed that good attitudes regarding eco-friendly hotel ads influence consumer decision-making in buying unplanned eco-friendly services, influenced by informativeness and credibility as values perceived by eco-friendly hotels. This research has implications for tourists, marketers, hotel managers, promoters, and customers.
{"title":"Only memories are captured, and only footprints are left. Understanding the perception of eco-friendly hotel and tourist buying behavior","authors":"Cherouk Amr Yassin","doi":"10.46286/msi.2022.17.4.3","DOIUrl":"https://doi.org/10.46286/msi.2022.17.4.3","url":null,"abstract":"This study attempts to provide insight into consumer decision-making, which has become increasingly difficult to understand and anticipate in today's sustainable development environment. A lack of awareness of tourists' perceptions and attitudes toward eco-friendly advertising in the hotel industry may impede hotels' capacity to attract consumers' purchasing power and negatively influence expected consumer response. As a result, this research article adds to our understanding of people's attitudes toward recommended eco-friendly hotel advertisements and their impact on the unplanned purchase of eco-friendly tours. Structural equational modelling was used to understand the relations of the factors under consideration. The findings revealed that good attitudes regarding eco-friendly hotel ads influence consumer decision-making in buying unplanned eco-friendly services, influenced by informativeness and credibility as values perceived by eco-friendly hotels. This research has implications for tourists, marketers, hotel managers, promoters, and customers.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127464287","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-31DOI: 10.46286/msi.2022.17.4.1
Boitumelo Pooe, T. Dobbelstein
With an increasingly globalised market, it has become more pivotal to provide cross-cultural analytics of the different markets conducting international business. Thus, this paper aims to study demographic and socioeconomic variables inherent when conducting a cross-cultural analysis of consumer needs when patronising retailing fashion design entrepreneurs in Germany and South Africa. The primary problem was identified when the research team tried to match German and South African demographics and socioeconomic variables. A discrepancy in variables was recognised, delaying an appropriate cross-cultural analysis. Currently, fashion design entrepreneurs are becoming increasingly interested in the global market. Consequently, this research intends to provide information about consumer differences between one of the Southern African economies and one of the central European economies. Hence, this paper recognises that it does not need to compare „apples with apples” but instead acknowledges that cross-cultural analytics are still possible in different societies if similarities are not forced but rather acknowledged and appropriately managed. As a result, the diverse demographic and socioeconomic variables identified when conducting a cross-cultural analysis between German and South African consumers patronising fashion design entrepreneurs were scrutinised, and necessary recommendations were provided. Accordingly, the main question interrogated in this paper is that of demographic and socioeconomic differences between Germany and South Africa. Secondly, the question related to how bias can be avoided when comparing demographic and socioeconomic variables between Germany and South Africa is studied. Finally, the question connected to German consumers' characteristics and levels of patronage towards retailing fashion design entrepreneurs was addressed. The empirical data was collected through quantitative measures, through a survey and from 469 respondents in Germany. The findings indicated that construct, method and item biases all needed to be carefully considered for a cross-cultural analysis between Germany and South Africa. Secondly, the results revealed that the profile of consumers patronising retailing fashion design entrepreneurs in Germany as highly educated millennial females with an upper-middle-income living in metropolitan areas with no children. Finally, it was found that just over 10% of the population patronised retailing fashion design entrepreneurs in Germany.
{"title":"Insight into biases when measuring socioeconomics and demographics of consumers patronizing retailing fashion design entrepreneurs: Germany’s perspective vs. South African requirements","authors":"Boitumelo Pooe, T. Dobbelstein","doi":"10.46286/msi.2022.17.4.1","DOIUrl":"https://doi.org/10.46286/msi.2022.17.4.1","url":null,"abstract":"With an increasingly globalised market, it has become more pivotal to provide cross-cultural analytics of the different markets conducting international business. Thus, this paper aims to study demographic and socioeconomic variables inherent when conducting a cross-cultural analysis of consumer needs when patronising retailing fashion design entrepreneurs in Germany and South Africa. The primary problem was identified when the research team tried to match German and South African demographics and socioeconomic variables. A discrepancy in variables was recognised, delaying an appropriate cross-cultural analysis. Currently, fashion design entrepreneurs are becoming increasingly interested in the global market. Consequently, this research intends to provide information about consumer differences between one of the Southern African economies and one of the central European economies. Hence, this paper recognises that it does not need to compare „apples with apples” but instead acknowledges that cross-cultural analytics are still possible in different societies if similarities are not forced but rather acknowledged and appropriately managed. As a result, the diverse demographic and socioeconomic variables identified when conducting a cross-cultural analysis between German and South African consumers patronising fashion design entrepreneurs were scrutinised, and necessary recommendations were provided. Accordingly, the main question interrogated in this paper is that of demographic and socioeconomic differences between Germany and South Africa. Secondly, the question related to how bias can be avoided when comparing demographic and socioeconomic variables between Germany and South Africa is studied. Finally, the question connected to German consumers' characteristics and levels of patronage towards retailing fashion design entrepreneurs was addressed. The empirical data was collected through quantitative measures, through a survey and from 469 respondents in Germany. The findings indicated that construct, method and item biases all needed to be carefully considered for a cross-cultural analysis between Germany and South Africa. Secondly, the results revealed that the profile of consumers patronising retailing fashion design entrepreneurs in Germany as highly educated millennial females with an upper-middle-income living in metropolitan areas with no children. Finally, it was found that just over 10% of the population patronised retailing fashion design entrepreneurs in Germany.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126574505","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-30DOI: 10.46286/msi.2022.17.3.2
M. Lukáč, Ján Ganobčík
The development and execution of employees in a modern public administration organisation are subject to specific management forms. Performance management is about setting performance standards, monitoring progress, and building relevant plans. Managerial performance and its management are presented as beneficial for employee development. Addressing the interaction between performance management and administrative authority is appropriate given the empirical result of performance management reform. The public sector's adoption of performance management systems has long focused on creating more advanced performance information systems while neglecting to increase managerial authority. Therefore, understanding how this partial acceptance affects public service performance is particularly important. However, our knowledge of how they interact remains limited despite the central role of management authority over standard performance management regulations. According to the analysis of the current situation, the main goal of the presented article is to derive propositions and propose measures to streamline the managerial performance of the offices in Trnava, Nitra and Trenčín. In the study, we use the benchmarking method to analyse and subsequent evolution of the state of managerial performance in selected bodies. We identify individual factors in the form of the Saaty matrix and characterise the systematic steps of the methodological procedure. In this process, we faced certain limitations related to limited data access. The main benefits of this study are suggestions for improving the level of managerial performance that can be applied in public administration. Among the primary areas where change is needed, we identified ambiguity in the strategy and plan, delayed feedback processes and limited behavioural incentives.
{"title":"Managerial performance in the conditions of selected local government offices","authors":"M. Lukáč, Ján Ganobčík","doi":"10.46286/msi.2022.17.3.2","DOIUrl":"https://doi.org/10.46286/msi.2022.17.3.2","url":null,"abstract":"The development and execution of employees in a modern public administration organisation are subject to specific management forms. Performance management is about setting performance standards, monitoring progress, and building relevant plans. Managerial performance and its management are presented as beneficial for employee development. Addressing the interaction between performance management and administrative authority is appropriate given the empirical result of performance management reform. The public sector's adoption of performance management systems has long focused on creating more advanced performance information systems while neglecting to increase managerial authority. Therefore, understanding how this partial acceptance affects public service performance is particularly important. However, our knowledge of how they interact remains limited despite the central role of management authority over standard performance management regulations. According to the analysis of the current situation, the main goal of the presented article is to derive propositions and propose measures to streamline the managerial performance of the offices in Trnava, Nitra and Trenčín. In the study, we use the benchmarking method to analyse and subsequent evolution of the state of managerial performance in selected bodies. We identify individual factors in the form of the Saaty matrix and characterise the systematic steps of the methodological procedure. In this process, we faced certain limitations related to limited data access. The main benefits of this study are suggestions for improving the level of managerial performance that can be applied in public administration. Among the primary areas where change is needed, we identified ambiguity in the strategy and plan, delayed feedback processes and limited behavioural incentives.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114468952","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-30DOI: 10.46286/msi.2022.17.3.5
Adrian August Wildenauer, J. Basl
Construction as one of the largest industries worldwide is not necessarily a frontrunner in the application of digital technologies, tools, procedures, and processes. This has been demonstrated in innumerable reports and scholarly work. The industry has a reputation for delivering projects late, over budget and with improvable quality; all of this combined with a certain digital ignorance. Moreover, it is known for having a Goods-Dominant Logic, which is focused on distribution and management of tangible units of output. This is combined with Taylorism resulting in separation of the role of managing the work from the actual execution of work. The planning and erection of a building is cross-cultural, cross-country project setting due to the diverse nature of the industry and its globalised value chain. Building Information Modelling (BIM), a three-dimensional representation of information including its corresponding management in asset’s life cycle is considered as one of the enablers for the digital future of construction. However, the development of service-dominant logic within the construction industry has not kept pace with technological and technical possibilities or is not discernible. This is based on a very traditional approach of money for goods which in this case means money for planned and built assets. Service as a unit of exchange is very rarely considered in the sector. As has been shown in other sectors, this can lead to further (more profitable) business models and further increases in efficiency and effectiveness. The aim of the paper is to show the opportunities that exist if buildings are not considered as amalgamation of materials and goods but as a service model. The paper shows what Service-Dominant Logic (SDL) in combination with BIM could offer to the industry and discusses the term Building-as-a-Service (BaaS) from an SDL perspective.
{"title":"Building-as-a-Service: The opportunities of service-dominant logic for construction","authors":"Adrian August Wildenauer, J. Basl","doi":"10.46286/msi.2022.17.3.5","DOIUrl":"https://doi.org/10.46286/msi.2022.17.3.5","url":null,"abstract":"Construction as one of the largest industries worldwide is not necessarily a frontrunner in the application of digital technologies, tools, procedures, and processes. This has been demonstrated in innumerable reports and scholarly work. The industry has a reputation for delivering projects late, over budget and with improvable quality; all of this combined with a certain digital ignorance. Moreover, it is known for having a Goods-Dominant Logic, which is focused on distribution and management of tangible units of output. This is combined with Taylorism resulting in separation of the role of managing the work from the actual execution of work. The planning and erection of a building is cross-cultural, cross-country project setting due to the diverse nature of the industry and its globalised value chain. Building Information Modelling (BIM), a three-dimensional representation of information including its corresponding management in asset’s life cycle is considered as one of the enablers for the digital future of construction. However, the development of service-dominant logic within the construction industry has not kept pace with technological and technical possibilities or is not discernible. This is based on a very traditional approach of money for goods which in this case means money for planned and built assets. Service as a unit of exchange is very rarely considered in the sector. As has been shown in other sectors, this can lead to further (more profitable) business models and further increases in efficiency and effectiveness. The aim of the paper is to show the opportunities that exist if buildings are not considered as amalgamation of materials and goods but as a service model. The paper shows what Service-Dominant Logic (SDL) in combination with BIM could offer to the industry and discusses the term Building-as-a-Service (BaaS) from an SDL perspective.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123602838","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-30DOI: 10.46286/msi.2022.17.3.4
Alexandru Bosînceanu
With more than 70% of the world being religious, there is an urgent need for better understanding the relationship between religion and consumer behavior. The aim of this study is to analyze the purchase behavior of an air purifier for religious and non-religious consumers. This has been accomplished through 23 qualitative interviews using the mobile instant messaging interview method (MIMI). Using thematic and sentiment analysis, important themes were identified such as the pandemic, religion but also sentiments and purchase behavior patterns of an air purifier. Moreover, subtle nuances regarding the consumer behavior of the religious individual were discovered, such as frugality and the power of religious communities. Henceforth, this work has contributed to both academia and management, by analyzing different aspects of the relationship between religion and consumer behavior, using in depth qualitative methods.
{"title":"A thematic and sentiment analysis of the relationship between religion and purchase behavior","authors":"Alexandru Bosînceanu","doi":"10.46286/msi.2022.17.3.4","DOIUrl":"https://doi.org/10.46286/msi.2022.17.3.4","url":null,"abstract":"With more than 70% of the world being religious, there is an urgent need for better understanding the relationship between religion and consumer behavior. The aim of this study is to analyze the purchase behavior of an air purifier for religious and non-religious consumers. This has been accomplished through 23 qualitative interviews using the mobile instant messaging interview method (MIMI). Using thematic and sentiment analysis, important themes were identified such as the pandemic, religion but also sentiments and purchase behavior patterns of an air purifier. Moreover, subtle nuances regarding the consumer behavior of the religious individual were discovered, such as frugality and the power of religious communities. Henceforth, this work has contributed to both academia and management, by analyzing different aspects of the relationship between religion and consumer behavior, using in depth qualitative methods.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128459493","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-30DOI: 10.46286/msi.2022.17.3.3
Pavol Križo
This article aimed to analyze the principles of social responsibility defined by the ISO 26000 standard from two perspectives – attitudes towards these principles and their application. Research has shown that attitudes towards the principles of social responsibility can differ, and organizations can be grouped into several groups with regard to these differences. Based on a review of the assessment of the importance and application of the principles of social responsibility, we have named these groups as pragmatically responsible, truly responsible, manifestly irresponsible, and false responsible. Our management recommendations apply primarily to those companies whose level of identification with the principles of social responsibility is high and in line with their internal convictions. However, it is not excluded that certain positive effects would not be felt in other types of companies that would choose to respect our recommendations.
{"title":"Analýza postojov k princípom spoločenskej zodpovednosti a ich uplatňovanie v praxi","authors":"Pavol Križo","doi":"10.46286/msi.2022.17.3.3","DOIUrl":"https://doi.org/10.46286/msi.2022.17.3.3","url":null,"abstract":"This article aimed to analyze the principles of social responsibility defined by the ISO 26000 standard from two perspectives – attitudes towards these principles and their application. Research has shown that attitudes towards the principles of social responsibility can differ, and organizations can be grouped into several groups with regard to these differences. Based on a review of the assessment of the importance and application of the principles of social responsibility, we have named these groups as pragmatically responsible, truly responsible, manifestly irresponsible, and false responsible. Our management recommendations apply primarily to those companies whose level of identification with the principles of social responsibility is high and in line with their internal convictions. However, it is not excluded that certain positive effects would not be felt in other types of companies that would choose to respect our recommendations.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"68 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126330613","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-30DOI: 10.46286/msi.2022.17.3.1
Bernd Hallier
The textile business is an excellent example for permanent transformations of the life-style of consumers. The first cycle in the Darwinism of the European textile sector was dominated by traders ‘knowledge about the sources of the product-materials and opportunities for processing. In a second phase covering the start of industrial mass-production and professional mass-distribution outlets for textiles were established with benchmarks at high frequency spots in down-towns of agglomerations like Berlin, Cologne, London or Paris. Department stores became the anchor of cities and for life-style driven citizens. In the third phasis the outlet-dominance is attacked by IT-driven businesses by the development of tools like the European Article Numbering-system, chips and QR-codes, clouds for big data and data-mining, artificial intelligence and virtual reality. For the textile traders it is an improvement of the efficiency by the ability to control the total supply chain electronically; for the consumer the potential interconnectivity with the internet and smartphones is an empowerment of demand because the choices for alternative points of sales are permanently increasing and mobile shopping decreases the dependance on locations of brick-and stone. Of course, this is resulting in big changes for the supply patterns.
{"title":"Trade in transformation: The example of the textile business as an innovator of urban life-style","authors":"Bernd Hallier","doi":"10.46286/msi.2022.17.3.1","DOIUrl":"https://doi.org/10.46286/msi.2022.17.3.1","url":null,"abstract":"The textile business is an excellent example for permanent transformations of the life-style of consumers. The first cycle in the Darwinism of the European textile sector was dominated by traders ‘knowledge about the sources of the product-materials and opportunities for processing. In a second phase covering the start of industrial mass-production and professional mass-distribution outlets for textiles were established with benchmarks at high frequency spots in down-towns of agglomerations like Berlin, Cologne, London or Paris. Department stores became the anchor of cities and for life-style driven citizens. In the third phasis the outlet-dominance is attacked by IT-driven businesses by the development of tools like the European Article Numbering-system, chips and QR-codes, clouds for big data and data-mining, artificial intelligence and virtual reality. For the textile traders it is an improvement of the efficiency by the ability to control the total supply chain electronically; for the consumer the potential interconnectivity with the internet and smartphones is an empowerment of demand because the choices for alternative points of sales are permanently increasing and mobile shopping decreases the dependance on locations of brick-and stone. Of course, this is resulting in big changes for the supply patterns.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132751684","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-30DOI: 10.46286/msi.2022.17.2.4
Martin Beránek
The article focuses on the issue of car emissions targets, the advent of electromobility in this context and the ability of cars to use the communication tool car configurator as an element for customer education and as an influential tool in their decision-making. The text presented briefly presents the issue of CO2 reduction to which the EU has committed itself in its Green Deal and Fit for 55 programs, focusing on the response of carmakers and their ambitions for a gradual transition from conventional to low or zero emission alternatives and barriers to meeting emissions targets. It presents the results of the survey on customer awareness of current parameters of electric cars and in parallel brings the results of examining the functionality, structure, and user friendliness of configurators of selected cars, including analysis of this communication tool to motivate customers to buy cars with emission-free or low-emission units in the B2C market.
{"title":"Configurator as a tool of marketing communication and its use in achieving emissions targets","authors":"Martin Beránek","doi":"10.46286/msi.2022.17.2.4","DOIUrl":"https://doi.org/10.46286/msi.2022.17.2.4","url":null,"abstract":"The article focuses on the issue of car emissions targets, the advent of electromobility in this context and the ability of cars to use the communication tool car configurator as an element for customer education and as an influential tool in their decision-making. The text presented briefly presents the issue of CO2 reduction to which the EU has committed itself in its Green Deal and Fit for 55 programs, focusing on the response of carmakers and their ambitions for a gradual transition from conventional to low or zero emission alternatives and barriers to meeting emissions targets. It presents the results of the survey on customer awareness of current parameters of electric cars and in parallel brings the results of examining the functionality, structure, and user friendliness of configurators of selected cars, including analysis of this communication tool to motivate customers to buy cars with emission-free or low-emission units in the B2C market.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121820284","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-30DOI: 10.46286/msi.2022.17.2.3
Eva Jaderná, Hana Volfová
Sustainability in retail is a much discussed topic these days. Sustainability consists of more than environmental attributes. Economic and social dimensions are crucial for developing a sustainable society. Researchers tend to focus on new phenomena in consumer behaviour. In particular, their tendency to demand sustainability. This paper aims to deepen the analysis of this topic, in particular, to identify the Czech „sustainable segment“. Is the younger generation more interested in sustainability in retail? Is gender a significant variable? What about education level? This paper presents the results of a survey focused on the perception of sustainable retailers and sustainable products by Czech consumers. 997 usability questionnaires from a representative sample of respondents were interpreted using a frequency table and Crosstabs analysis. Environmental education and its concomitant increase in the level of competence are integral to the consumers’ perception of sustainability. The dependence of certain aspects of consumers’ behaviour/perception of sustainability on their education was further examined. Perception of sustainable retailers, association with sustainable product and recognition or purchase of sustainable products were monitored in relation to consumers’ education levels. According to results from the compiled research, the level of education influences perceived attributes of sustainability. Younger people with higher education could be, based on the interpreted data, the „sustainable segment“ of the retail market.
{"title":"Influence of Czech consumers’ education level on preferences for sustainable retailers and products","authors":"Eva Jaderná, Hana Volfová","doi":"10.46286/msi.2022.17.2.3","DOIUrl":"https://doi.org/10.46286/msi.2022.17.2.3","url":null,"abstract":"Sustainability in retail is a much discussed topic these days. Sustainability consists of more than environmental attributes. Economic and social dimensions are crucial for developing a sustainable society. Researchers tend to focus on new phenomena in consumer behaviour. In particular, their tendency to demand sustainability. This paper aims to deepen the analysis of this topic, in particular, to identify the Czech „sustainable segment“. Is the younger generation more interested in sustainability in retail? Is gender a significant variable? What about education level? This paper presents the results of a survey focused on the perception of sustainable retailers and sustainable products by Czech consumers. 997 usability questionnaires from a representative sample of respondents were interpreted using a frequency table and Crosstabs analysis. Environmental education and its concomitant increase in the level of competence are integral to the consumers’ perception of sustainability. The dependence of certain aspects of consumers’ behaviour/perception of sustainability on their education was further examined. Perception of sustainable retailers, association with sustainable product and recognition or purchase of sustainable products were monitored in relation to consumers’ education levels. According to results from the compiled research, the level of education influences perceived attributes of sustainability. Younger people with higher education could be, based on the interpreted data, the „sustainable segment“ of the retail market.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"112 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124265141","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-30DOI: 10.46286/msi.2022.17.2.2
Hana Volfová, Eliška Svobodová, Jana Pechová
The goal of the paper is to find out consumers' attitudes towards the marketing usage of shipping packaging. With the growing importance of e-commerce, retailers are looking for new ways to engage consumers. While the marketing importance of consumer packaging has long been known and described, the design and function of shipping packaging also needs to be explored. Qualitative research (combination of experiment and interview) was conducted to examine differences in the personalization of shipping packaging according to different age cohorts and also to find critical attributes of shipping packages for the consumers. The research demonstrated the real potential of personalisation. Because of this, it is possible to observe changes in consumer behaviour leading, among other things, to greater consumer satisfaction, a tendency to repeat purchases or a willingness to pay extra for personalised packaging.
{"title":"The marketing potential of personalisation of shipping packaging","authors":"Hana Volfová, Eliška Svobodová, Jana Pechová","doi":"10.46286/msi.2022.17.2.2","DOIUrl":"https://doi.org/10.46286/msi.2022.17.2.2","url":null,"abstract":"The goal of the paper is to find out consumers' attitudes towards the marketing usage of shipping packaging. With the growing importance of e-commerce, retailers are looking for new ways to engage consumers. While the marketing importance of consumer packaging has long been known and described, the design and function of shipping packaging also needs to be explored. Qualitative research (combination of experiment and interview) was conducted to examine differences in the personalization of shipping packaging according to different age cohorts and also to find critical attributes of shipping packages for the consumers. The research demonstrated the real potential of personalisation. Because of this, it is possible to observe changes in consumer behaviour leading, among other things, to greater consumer satisfaction, a tendency to repeat purchases or a willingness to pay extra for personalised packaging.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129112738","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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