Influence of Czech consumers’ education level on preferences for sustainable retailers and products

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.