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

Bashak Sarah Yoney

Bakalářská práce

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

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 3. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 25. 5. 2023
• Vedoucí: Ing. Lenka Platilová Vorlíčková
• Oponent: Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Economics and Management