The thesis deals with the issue of the green consumer. By definition, he is the one who takes the environment into account in his shopping behavior and intervenes in products that preserve nature and its resources, being that at stage of production, sale, transport, consumption or disposal. In the theoretical part, a number of sociological factors that are believed to influence its consumer impulses are explained. Among other things, we summarize the findings of already conducted researches in this area, which do not give unarguable, let alone unambiguous answers. Impulses and motives for ecologically conscious consumer behavior are very complex. In the individual empirical part of the task, through an online survey made on sample 217, the focus is mainly on two sociological factors - the knowledge that this consumer has about the environment and related issues, and the peer influence. It is found that these two factors have a fairly large impact on the ecologically conscious purchasing behavior of the individual interviewed. However, both are far from being dominant. Namely, it is a combination of many factors that vary from person to person. Although both hypotheses have been confirmed, it is noted that much more in-depth research will be needed to come closer to a solution - to understand the factors green consumer is driven by. This is probably what manufacturers and sellers in particular would like. The goal of society, however, is that being green is not just a trend, but a way of life.
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