Sustainable, Conscious Consumer Behavior: A Comparative Study on Türkiye and the Czech Republic

Bashak Sarah Yoney

Bachelor's thesis

Abstract:

Consumer behavior has been a topic of interest for researchers due to its complexity and importance in marketing. More specifically, sustainable, and conscious consumer behaviors have gained more weight especially in recent years, with consumerist culture becoming a widespread part of our lives. This thesis investigates sustainable and conscious consumer behaviors and their relationship with demographic characteristics; and presents results from an online, public survey, constituted to understand these cases in Czechia and Türkiye. A total of 475 responses gathered from mentioned two countries are considered for analysis. Findings show there’s no statistical correlation between education level and sustainable consumer behavior. However, they indicate the strong correlation between generations and sustainable consumer behavior, conscious consumer behavior, and over consumption; countries and sustainable consumer behavior and over consumption; and income level and sustainable consumer behavior. In a culture of over consumerism, understanding motivations of consumers and the key shifts in consumer behavior is crucial, since literature mentions the urgent need to modify consumer behavior to minimize the severe consequences awaiting.

Keywords

consumerism, Türkiye, Czech Republic, sustainable consumer behavior, conscious consumer behavior, sustainable consumer, conscious consumer, hyper consumption, over consumption

Language used: English

Date on which the thesis was submitted / produced: 17. 3. 2023

Thesis defence

• Date of defence: 25. 5. 2023
• Supervisor: Ing. Lenka Platilová Vorlíčková
• Reader: Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Economics and Management