The paper aims to present CSR activities in the Corona Time and internal stakeholders´ perception of these activities. Many of successful business would like to be more social responsible not only in usual time period, but during the crises, too. They would like to support and help the society. The paper introduces the Case Study of SKODA AUTO. How the business helped the society by CSR activities, and how the internal stakeholders perceive these activities. The description of the perception is based on the survey organized in May/ June 2020, immediately after the quarantine and reducing of emergency measure. The sense of the CSR activities is in their marketing communication, too. Therefore, the attention of researchers was focused on the effectiveness of the marketing communication to internal stakeholders.
Sustainability is a long-term retail trend in many forms. Retailers offer sustainable products, defne strategy of corporate social responsibility, behave sustainable, social responsible in their everyday activities, and help with the environmental education. The paper aims to describe the perception of sustainable concepts in retail by the Czech consumers. A small enterprise, based on sustainable principles, will be introduced as a best practice in retail. Consumers tend to interest in sustainable companies. But, is their confdence and money saving more than sustainable purchasing? Afterwards, the results of a marketing research will be presented and will show the perception of sustainable retailers (zero waste stores) in the Czech Republic. A survey was organized and data from 997 respondents were interpreted. The results describe the differences between respondents in different age, gender, incomes, region of stay, or job. Zero waste stores, or other zero waste concepts are sustainable in their nature. Therefore, the interest in zero waste stores was observed, and interpreted in this paper. Recommendations are focused generally on zero waste principles in retail.
This article describes the linking of different fairtrade programmes and certifications with retailers' own brands. The last two decades have seen a growing share of private labels in both retail and wholesale environments for several reasons. Reasons include difficult to predict socio-economic crises such as COVID 19, the political impact of the war in Ukraine, the current energy crisis and the economic crisis that took place between 2008 and 2012. It could be argued that these crises provide fertile ground for the development and growth of private label, with consumers looking for more cost-effective substitutes for mainstream branded products. However, this article will not look at the growth of private label share due to the crises, but rather at the linking of private labels in the case studies in relation to different fairtrade practices, programs or certifications. The aim of the paper is to analyse market trends at the level of the use of certified sustainable commodities in private label products.
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.
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.
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