Our planet is faced with numerous social and ecological challenges that we have to resolve as soon as possible through a combination of innovative ideas implemented under local conditions. One of the biggest challenges for many startups, retail chains and consumers themselves is packaging waste reduction that involves activities mainly aimed at waste prevention. The targeted impact of sustainability information on consumers' purchase intentions plays a key role in shaping their future decision-making, and Slovak market is no exception in this regard. A relatively new concept of "zero waste" in relation to packaging waste prevention directly during shopping has been given the green light thanks to behavioural changes among many Slovak eco-conscious consumers. The main aim of presented paper is to determine the level of environmental awareness among Slovak consumers basing on the results of marketing research on their shopping habits. The present paper also focuses on the current situation with zero-waste stores as a newly developing concept for Slovak market. In order to meet the objectives of this paper, own marketing research has been conducted (covering 783 respondents from Slovak Republic). For statistical processing of the results, we have used Levene´s test, Bartlett´s test, Kolmogorov-Smirnov test and Chi-Square test of independence. The research findings confirm that consumers' experiences, awareness and sustainable shopping habits are at a good level but there are significant differences in attitudes across generations, genders and places of living.
The aim of submitted paper was to analyze customer preferences in the context of loyalty to the brand of selected food products in the segment of yoghurts. In order to achieve the mentioned aim, we used methods of survey, structured questionnaire (sample of 693 randomly chosen respondents) and blind test (sample of 100 respondents testing the four yoghurts -2 yoghurts of traditional brands and 2 yoghurts of private labels). For a deeper analysis of the obtained results, totally four hypotheses were set out and tested by using the statistical methods of Contingency table chi-square test, Pearson´s chi-square test, Cramer's coefficient, Friedman test and Kolmogorov-Smirnov Test. The results of the survey proved that more than 30 % of respondents consume yoghurts on a daily basis, 30 % of respondents prefer to buy the yogurts of private labels, more than 64 % of respondents consider themselves as loyal consumers and based on the package, the tested sample of private label yoghurt (sample A) would be purchased by 56 % of respondents while the same sample of yoghurt (sample A) would be purchased for its taste just by 47 % of respondents.
Food consumption accounts for almost one-third of households' total environmental impact. Nowadays, consumption patterns throughout Europe are totally different from those of couple years ago, Slovakia is no exception. At an individual level, people's consumption patterns are shaped by their needs, abilities and opportunities. Exploring and understanding consumers' attitudes toward sustainable food consumption tendences is a key element to a better future for every country. This paper presents an analysis of the current situation regarding sustainable food habits among Slovak consumers. The main aim is to determine the level of consumer awareness for sustainable food consumption and food waste through purchasing decisions. Marketing research was conducted as a part of European project in five partner countries, we present results for Slovakia. Based on the analysis, we will be able in future to define limitations and opportunities in the form of recommendations in future. The findings of this paper have significant contributions and may encourage the process for the discussions and to provide the basis for educational content to help adults develop their skills and behaviors to make food consumption more sustainable.
The impact of food advertising on consumer behavior is a matter of concern to psychologists, marketers, economists and the general public alike. It is well known that the consumer is not rational, and all the time does not carefully evaluate all available alternatives before purchase. There exist many stimuli influencing consumer behavior, which refers to the study of buying tendencies of consumers. There are several stages a consumer goes through before he finally picks up products available in the market. Various factors, be it cultural, social, personal or psychological, influence the buying decision of individuals. Submitted paper deals with the impact of inappropriate advertising on consumer behavior, namely the purchase of food. Related research was conducted at Department of Marketing and Trade, FEM SUA in Nitra, based on a questionnaire survey with a sample of 702 respondents from the Slovak Republic. We have used two research methods: Chi Square contingency test and Kolmogorov – Smirnov test. Obtained results proved that 38% of respondents have a personal experience with inappropriate food advertising and most respondents considered inappropriate food advertising as a deceptive, misleading and manipulative one. It was confirmed that the perception of inappropriate food advertising is not dependent on the age of the respondents and respondents do not avoid buying food previously seen in inappropriate advertising. They take into consideration more important characteristics and features of the food products such as quality, price, taste etc.
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