Consumers Perception towards Eco-friendly Products

Denisa Šenkeříková

Bachelor's thesis

Abstract:

The degradation of the environment has led to an increase in the demand for environmentally friendly products, which points out the fact there are more eco-friendly-conscious consumers nowadays. The rising demand for green products has forced companies to re-design those products and offer them to such consumers. Environmentally friendly products refer to green-certificated products that cause minimal degradation, help conserve energy, and minimize carbon footprints. Sales of uncontaminated products and services are based on their environmental benefits. Purchase, as well as consumption, are influenced by consumers’ perceptions, decision-making processes, and the overall buying behaviour of individuals. This paper aims to understand and express the perception of consumers towards eco-friendly products, awareness about the availability, quality, and price of such products, as well as the demographic profile of green consumers. Of 320 respondents who participated in the prepared questionnaire, the majority were aware of the environmental degradation and availability of green products in the marketplace. Several factors affect the purchase and overall consumption of green products. One of the factors is price, which significantly influences the respondent’s perception of eco-friendly goods. Based on the practical part results, green consumers are well-educated young to mid-age people with a mostly positive attitude towards green products who actively look for eco-labelled products and services. Eco-friendly products are perceived to be high quality, as well as high-priced, insufficiently rather than sufficiently promoted, and in most cases easy to identify.

Keywords

Consumption, consumer, consumers behaviour, consumers perception, product, eco-friendly product, labelling, price, survey

Language used: English

Date on which the thesis was submitted / produced: 18. 3. 2023

Thesis defence

• Date of defence: 24. 5. 2023
• Supervisor: Ing. Lenka Rumánková, Ph.D.
• Reader: Karel Guth, Ing.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Economics and Management