Zero-Waste, Package-Free Stores and Consumer Behaviour of Z-Generation

The paper deals with the issue of environmentally responsible behavior of the Z generation and their relationship to package-free business in implementing the circular economy principles. The paper aims to present selected results of the primary questionnaire survey focused on information, views on...

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Bibliographic Details
Published in:Marketing Identity 2021, Vol.9 (1), p.458-469
Main Authors: Minárová, Martina, Musová, Zdenka, Poliačiková, Eva, Gundová, Petra
Format: Article
Language:English
Subjects:
Behaviorism
Business Economy / Management
Economic development
Energy and Environmental Studies
Marketing / Advertising
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Summary:The paper deals with the issue of environmentally responsible behavior of the Z generation and their relationship to package-free business in implementing the circular economy principles. The paper aims to present selected results of the primary questionnaire survey focused on information, views on zero waste, and the Z generation’s perception of “package-free” business in Slovakia. The paper is part of the VEGA project 1/0705/19. The subject of the research was generation Z, respondents born after 1994. We researched their opinions and attitudes to environmental issues concerning plastic packaging, information and reasons for shopping in package-free stores, previous experience with this type of sales. The results confirmed that in Slovakia, the zero-waste trend influences the behavior of generation Z, which is interested in environmental issues. It is a generation interested in improving the state of the environment by eliminating waste generation and reducing plastic packaging. They know the packaging and the principles of such stores, but they do not buy in them very often because of the high price of products. The results show that it is necessary to increase marketing communication by package-free stores, e.g., social networks, influencers, and podcasts.
ISSN:1339-5726
1339-5726