Consumers´ perception of sustainable retailers

Sustainability is a long-term retail trend in many forms. Retailers offer sustainable products, define 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 confidence 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.

Introduction

Sustainability is one of the most discussed topics in retail, nowadays. Environmental sustainability is, according to Kotler and Armstrong (2016, p. 637) „a management approach that involves developing strategies that both sustain the environment and produce profits for the company“. A holistic view is in sustainable approach crucial. Every person and every institution involved in decision-making have become more sensitive to these issues (Lehrman and Crocker 2012). In retail is the situation very similar. Retailers and their customers tend to behave more environmentally friendly, follow sustainable principles. But, what is it mean „to behave sustainable“? Definition of sustainability has been introduced by World Commision on Environment and Development (1987, p. 8), the sustainability is „a development that meets the needs of the present without compromising the ability of future generations to meet their own needs.“ The society think about the future of children generation and would like to safe an environment and keep the life standard of current society. Czech consumers tend to behave ecologically friendly, too (Jaderná et al. 2018). Sustainability is a part of goals and objectives in retail management. Retailers search for sustainability in their strategic management and tend to think sustainable in their everyday decision processes. There are many possibilities to help to sustainable development.

Sustainability is based on triple-bottom-line approach. Tripple-bottom-line was first defined in 1994 by John Elkington, later published in the 1997 book Cannibals with Forks: Triple Bottom Line of the 21st Century Business Hardcover (Elkington 2018). The triple-bottom-line approach divides sustainable activities into three areas – social, economic and environmental. The social development is supported by philanthropy, sustainable HR management. Relationships with regional suppliers, a transparent entrepreneurship, new job opportunities are an economic aspect of the development (Chaudhary 2016). Retailers and their customers are more interested in an environmental protection. Together, all activities of triple-bottom-line areas support the sustainable development. Retailers and their customers sell/buy sustainable products, behave sustainable in their business processes/consumption.

Sustainable retailers could by defined as a retailer supporting sustainable development, or behaving sustainable. The business nature of sustainable retailer is based on sustainable principles. It means, they are interested in sustainable elements in their strategic management, and every day activities, or decisions are connected to these sustainable aspects and objectives.

The tendency to be green, sustainable or social responsible is crucial more than one decade (Kassaye 2001). Application of green marketing is attractive, and, based on green consumers´ behavior, useful, too (Ottman 2011). CSR help to build the reputation of the company (Kádeková and Košičiarová 2020). Consumers search for the green products, products with the minimal impacts on an environment (Mainieri et al. 1997). But, the previous research identified fundamental differences between consumers in diverse gender, age, education and size of hometown in the Czech Republic (Jaderná et al. 2019). Zimmer and Stafford (1994) found a significant and negative correlation between age and environmental behavior/attitudes. This paper will discover differences between consumers in interest in zero waste concepts. Zero waste concepts are sustainable in their nature. They are closely related to sustainability in retail.

Zero waste

One aspect of the green product or sustainable consumption is a sustainable packaging or no packaging. The zero waste principles follow many retailers and their customers. The problem with waste is worldwide (ČSÚ 2019a). Statistics in the Czech Republic are alarming. Annual waste generation is more than 300 kg from one person, more than 1300 kg from one family and the Czech Republic generates more than 3,5 mil. kg a year (ČSÚ 2019b). Consumers and retailers react on this fact and eliminate the waste as much as possible.

Sustainable retailers offer sustainable products – in a sustainable/no packaging, they educate customers to eliminate waste. The education is crucial. Customers need help to concentrate to new possibilities of zero waste in purchasing. Zero waste is a trend of these days. Zero waste concept has started to be part of consumers´ thinking last two decades (Connett 2013). Zero is only symbolic, no waste is impossible. But, one of the most famous zero waste family is Bey Jonson´s family. Waste of four members´ family is only in 1 jar a year (Bezobalu.org 2020). Consumers want to bring their waste closer to this amount. They consider purchases in bigger packaging, recycled packaging or they use their own bags for fruit, vegetable or bakery products.

Sustainable businesses support zero waste principles in behavior of their customers. The education in everyday life sustainability is very attractive and efficient. Customers apply ideas and recommendations on websites or mobile apps/SM in their households, offices or leisure time activities. An impact of consumers´ purchases on waste generation is measurable due to a packaging calculator. The packaging calculator has many forms. The institution called Bezobalu formed the packaging calculator, based on a sum of money in a zero waste store, or amount of bags consumers´ did not use in a usual retail store. The calculator gives information about eliminated waste, which can be shared on social media, and motivate other customers to be a part of zero waste community. The interest in promotion of these activities and institutions, technical support of apps is on the side of mobile operators, too (Nadacevodafone.cz 2020).

An interesting and an effective solution for zero waste approach are zero waste stores. It is not only an effective, but an efficient solution. No packaging signifies lower price, usually. There are no packaging costs, customers buy in a larger amount, the final price is lower. The zero waste store is a sustainable retailer in many meanings. It offers products to buy in customers´ packaging. But, it is often not only this sustainable activity. The whole concept of the zero waste store is sustainable, first at the beginning of the entrepreneurship. Sustainable principles are fundamental for founder of the zero waste store. The best practice, introduced in this paper, shows essential aspects of one chosen zero waste store.

But, the zero waste principles fulfill other retail concepts than the zero waste store, too. Farmers offer their products in one special returnable box, attend farmers´ markets or sell milk in a milk-machine. Consumers must use their own boxes, bottles, bags to bring purchased products home. There is a REDUCA map in the Czech Republic, which informs consumers where to buy „zero waste“. Zero waste grocery stores, farms, milk-machines, zero waste restaurants, farmer markets, flowers or second hand shops are presented on this map (Reduca 2020). There are many possibilities to buy „zero waste“. The best practice study, introduced in this paper, describes the model of zero waste store.

Zero waste store „Selský rozum“

Study of best practice in zero waste business is based on results of the analysis of online secondary data and primary data from the interview with the founder of chosen business. The list of preferred information was set on the basis of the theoretical backround and analysis of secondary data connected to zero waste principles. The analysis of secondary data about the chosen business confirmed some of expected issues and interview helped to finish the description of the zero waste concept on the level of SME´s.

Figure 1: Zero waste store Selský rozum
Source: selsky-rozum.cz (2020)

Zero waste store called Selský rozum is situated in the center of Poděbrady, and was founded in 2018 by Markéta Šátková. She started a company on her own to do something meaningful and to join enthusiasm for meal, food of a high quality, ecology and local aspects. All these sustainable principles stood by the business foundation and are basics for adverbs in a motto of this company:
• healthy,
• freshly,
• tastily,
• seasonally,
• locally.

Zero waste store Selský rozum is a small business. The assortment states of food, fruit and vegetable, farm products, spice and herbs, oil, ecological detergents, shampoos and zero waste issues. The store offers a possibility to share the buying list and pick up prepared order.

The founder works in a store, manages the business and controls the sustainable distribution chain of sold products. The sustainable principles are important in the strategic and everyday management. There is only 1 major person, and she follows without reservation all fundamental principles of sustainability in her company. Helpers, who take care about merchandising, are friendly to sustainability in their life, too.

The principle number one is zero waste. A company sells products in customers´ own package. They can use own glass jars, cotton/linen bags etc. over and over again. The same system is with suppliers. Input packaging from suppliers is ecological, too. All products are delivered in returnable or ecologic packaging. Nothing is bought or sold in plastic packaging.

The choosing process of suppliers is not conditioned by eco certification. The store offers some bio/eco-friendly products. But, for small farmers is not reachable to certificate their products. The founder chooses the right supplier of products for her store according to the ecological and sustainable thinking of the supplier, not products with eco-certification. She is interested in small family farms, doing their work honestly and not in a large amount. These farms give priority to quality of the product. They have no eco-certification, but, they grow ecologically, or use resources in accord with ecological approach to growing or breeding.

The locality of the supplier is an important element in the choosing process, too. Local suppliers are primary trade partners for the zero waste store to eliminate CO2 emissions in delivery system. The delivery is minimally organized by the zero waste store. All products are brought in common deliveries. The distribution system is well managed to avoid superfluous, underused delivery.

This zero waste store has another sustainable objective – to join people with the zero waste approach. The founder wants to support them in zero waste life with the product assortment. The store is a community center for zero waste enthusiasts. They share information, experiences, spend the leisure time in this store and discuss their favorite topics.

The mission of this zero waste store is a development of zero waste idea beyond the store. The common change in everyday life, reducing of a negative impact on our planet, are crucial. Therefore, other important activities are carried out. The founder organizes her own lectures for children at school. Groups of small customers are invited with their lectors in the store and explore the zero waste approach and offer of products. Children are excited about it, and enthusiastic about the zero waste principles in their life. Sometimes, lectures of other professionals, or workshops are organized in the store. It helps to build the community center to share information and experiences.

Marketing research methodology

In the planning stage, the most important step is to determine the goal of the research and to set research questions. The research goal is to determine the position of Zero-waste stores in the Czech Republic across groups of interest, define the main critical points and identify segments of customers for whom this concept already works. Research questions follows:
• Are Zero-waste stores in the Czech Republic a well-known concept, or are they still struggling with a high level of unfamiliarity in the population?
• Are there groups in population for which is this way of shopping attractive?
• Which groups in the population do not buy in similar stores, not only because of unfamiliarity, but also because of other reasons, such as unavailability or negative attitude?

Quantitative marketing research was chosen to address the research goal and research questions, which was carried out by an online questionnaire survey. Of course, the problem itself could also be solved by qualitative research, which is used more often to determine attitudes, but it would not be possible to generalize some findings, which would significantly limit the possibilities of using research findings in practice.

Quantitative research in this case therefore serves as a basis for obtaining objective data that can be quantified and statistically expressed. At the same time, it uses a larger base of respondents, which further supports the possibility of applying some recommendations in practice, as it contains a larger group of important stakeholders than would be the case if choosing one of the qualitative methods.

The planning phase took place from June to September 2020 in cooperation with Behavio Labs. Data collection was performed directly by the Behavio Labs agency, which address selected respondents from the household panel on the Trendaro online platform. Thanks to professional processing and a large number of respondents, the sample can be considered as representative, the data as valid and reliable, and its results can therefore be generalized to the population in the Czech Republic.

After closing the questionnaire, the information was transferred to Microsoft Excel for transcoding into statistically measurable quantities. This file was then statistically evaluated in IBM SPSS Statistics. First, on the basis of frequency analysis and then, to obtain more valid results, also on the basis of crosstabs analysis.

Pearson’s chi-square test of good agreement was used to detect basic relationships and connections, at the level of descriptive statistics, using contingency tables. Only relationships between variables with p-value of the Chi-Square (Asymp.sig) less than 0.05 were further monitored. If a value lower than 0.05 is reached between two variables, it can be said that they have a certain relationship between them.

However, the chi-square test does not say anything else about the nature of the relationship between the variables, and it cannot be assumed that all relationships are significant enough to be generalized. In order for the interpretation of the research to be meaningful, it is necessary to know whether the relationship is conclusive with regard to individual identification criteria, such as age, gender or job classification. For this reason, the so-called adjusted residues were used in the contingency tables.

The adjusted residue is based on the difference between the empirical and the expected frequency, and when its value is higher than 2.00 (resp. – 2.00 for the negative direction of relations), we can be sure (with 95% probability) that the difference between the frequencies did not arise by chance. In the case of values greater than or equal to 3.29 (resp. – 3.29 for negatively oriented relations), the probability of a random deviation occurring is less than 0.1%. The adjusted residues therefore determine the extent to which the assumption of independence is violated, which is satisfactory for the purposes of evaluating these variables. In this way, it is possible not only to prove relationships with the socio-demographic indicator, but also to specify for which internal categories these significant relationships apply. Again, only statistically significant relationships were retained, outliers were excluded. Based on this, significant relationships were extracted between the knowledge or attitudes to Zero-waste stores and various socio-demographic groups of internal stakeholders.

Synthesis of the main outputs from marketing research

First of all, it is necessary to evaluate which general knowledge of Zero-waste stores respondents have and whether they visit them or not.

Table 1: Frequency analysis of attendance of zero-waste stores
Source: Authors

From the basic overview, it is clear that there is no strong preference of this new type of retail store in the population. Only 3.31% of respondents actually prefer a Zero-waste store and less than 19% of respondents have tried them at least several times. Only about cumulative 21.5% of respondents know Zero-waste stores and have some experience with shopping. This experience then created a preference only in a very small group of respondents. However, Zero-waste stores are a new retail format so it could be reflected, for example, through the diffusion of innovations (Rogers 2010). According to this, just about 3% of the total population belongs to the category of innovators. They are usually consumers who react quickly and positively to economic change and are willing to try and adopt new products, innovations and concepts.

On the other hand, almost 25% of respondents are familiar with the concept, but no more than 21% of respondents do not visit zero-waste stores. This group do not know about the existence of zero-waste stores at all. Here, we can find the possibility of another professional research and subsequent development. The topic for subsequent, probably qualitative research, should be to find out specific attitudes of consumers towards zero-waste stores and to reveal the causes of a negative attitude. The ignorance of zero-waste stores can then be solved by marketing tools.

The strongest group of respondents is also very important, namely those who would like to visit the store, but they cannot, due to the distance or non-existence of the store in their place of residence. Unfamiliarity and distance and the non-existence of zero-waste stores will also be mentioned in this article in managerial implications.

For a deeper understanding of the results, following analysis was performed in contingency tables (crosstabs), which examined the relationship between knowledge and attendance of non-packaging stores and sociodemographic data such as gender, age, district (region), income and job.

Table 2: Attendance of zero-waste stores according to gender
Source: Authors

Research shows that zero-waste stores are most often out of reach for women. Women usually carry out most of the family’s shopping behavior and they actually know about unwrapped stores. But due to the walking or commuting distance, these stores are probably not attractive to them in terms of time consumed.

The negative approach, characterized by not visiting of zero-waste stores, is usually taken by men. They know about the concept, but they do not visit stores. There can be several reasons – workload, little personal involvement in shopping behavior, rejection of the idea, etc.

Table 3: Attendance of zero-waste stores according to age range
Source: Authors

From this table, it is quite clear that the tendency to shop in zero-waste stores is generally have the younger generations. The mutual relationship between visiting zero-waste stores and persons under the age of 45 has been proven. Young people are generally more open to new concepts and new ideas, growing up in a world where sustainability needs to be taken seriously. People between the ages of 25 and 44 often visit zero-waste stores, i.e. people already working who already have the necessary resources and depth of information about the problem. The stores have been tried several times by people between the ages of 19 and 24, who are probably newly experiencing this format. The development of their buying behavior depends on their satisfaction with this form of retail.

Table 4: Attendance of zero-waste stores according to region of the Czech Republic
Source: Authors

The evaluation of shopping behaviour in zero-waste stores is very interesting by region. In order to be able to imagine the results in a broader context, it is necessary to add information about the distribution of zero-waste stores within the regions. In the following overview, it is possible to find the numbers of all stores with full or partial zero-waste operation.

Table 5: Number of zero-waste stores in Czech Republic according to region
Source: Authors

In this table, the regions are sorted in order according to the ratio of zero-waste stores to the number of residents. Most of these stores are in Prague and in the South Moravian Region, where almost 88 stores out of the total number are located in Brno. On the other hand, the least accessible are zero-waste stores in the Vysocina Region and the Usti nad Labem Region. According to the research, tendencies to prefer this concept where found in two regions, namely South Bohemia Region and Prague. In the South Bohemian Region, people are strongly willing to shop in zero-waste stores. This result reflects the relatively high density of these stores in this region. As in terms of population, this region ranks third place among other regions.

The problem of availability of zero-waste stores was recorded mainly in the Liberec and Pardubice regions. Both regions belong to the first half of the ranking with quite high density of these stores. The reasons for this result need to be verified and explained by further marketing research.

Lowest visit preference of zero-waste stores was found in Central Bohemian Region. This may be due to the relatively large area of the region, the large number of residents, which has fewer zero-waste stores density than in other regions. The Central Bohemian Region is tenth among other regions in terms of density of zero-waste stores in relation to the population.

The fact observed in the density of zero-waste stores in the regions was also confirmed in this research. People in the Usti nad Labem Region are very unfamiliar with idea or the concept of sustainable zero-waste stores. There are the fewest number of these stores per capita.

Table 6: Attendance of zero-waste stores according to income range
Source: Authors

Groups of the population that are interested in shopping in zero-waste stores according to income, also can be identified. People with income range between 16 and 50 thousand crowns have already visited such a store and experienced it several times. They have sufficient resources to buy quality products, so it is appropriate to strengthen their experience and to create their loyalty.

People with significantly high incomes, over 50,000 crowns, do not shop in zero-waste stores. This part of the population has a significantly different standard of living and shopping habits. It is relatively difficult to penetrate them with a shopping concept that not only does not save their free time, but on the contrary burdens it with a different form of shopping (for example bringing their own containers).

The link between low knowledge of zero-waste stores and income was demonstrated by respondents with very low income up to 15 thousand crowns. These people ensure the necessary course of their lives and satisfy basic needs, so it is obvious that a similar concept is not one of the topics in which they would have a deeper knowledge.

Table 7: Attendance of zero-waste stores according to job
Source: Authors

The last evaluated sociodemographic variable is the job. Predictable trends can also be observed here. For example, seniors who no longer have an additional income are unfamiliar with similar concepts, nor they are not considering buying in zero-waste stores.

Interesting thing is, however, younger seniors who are somehow still working would be interested in this type of store, but zero-waste stores are inaccessible to them in terms of distance. The network of stores is too sparse, the costs associated with travel and time are for working pensioners probably too high.

Women on maternity leave sometimes or often shop in zero-waste stores. Especially those who have another income than maternity leave payment. They have a relatively larger fund of time, and if they earn extra money, they can afford to buy better quality and sustainable products. These products cannot be usually available in the regular stores network.

Another attractive group of motivated customers are students, who are actively involved in the sustainability in their education activities. They usually have information on how similar concepts work and are open to new experiences. They can also be used as word spreaders among other groups of potential customers.

The problem of this concept, however, could be the link between unwillingness to shop in zero-waste stores and people who have full time job. These people are busy, but they have funds for shopping. Their unwillingness could be formed by unsuitable opening hours of zero-waste stores or necessity of preparation for purchase (own containers). Or a small leisure time fund for studying about sustainability and zero-waste stores.

Managerial implications

Based on the results of the research and the identified links, it is possible to propose certain recommendations for more effective addressing of target groups of zero-waste stores. Some mutual relations are relatively interesting. Due to the representative research sample (panel of households), provided by the Behavio Labs agency, it is possible to consider generalizing some findings with respect to the basic population of the Czech Republic. Based on this generalization, research may have implications that can be used in practice for higher effectiveness of addressing potential customers of zero-waste stores.

In general, it can be stated that zero-waste stores face two basic problems. The first one is that some population groups are basically unaware or unfamiliar of it at all. These groups include older seniors, people with a very low income or residents of the Usti nad Labem Region. In this group of potential customers can be found a way to solve this problem. The Usti nad Labem Region has the lowest number of zero-waste stores per capita. Therefore, current zero-waste stores should be intensively communicated in order to strengthen knowledge and support the desire of residents to try a new shopping concept. There is not much room for development and empowerment in the other named groups, due to the lack of resources in both groups and the very different attitudes of older seniors to sustainability issues.

The second basic problem is that some active and economically interesting groups of the population do not visit zero-waste stores. Generally – men; it is logical, because the tendency to develop sustainable topics in society is shown mainly by women, and women also provide most of the shopping behavior. However, it is also possible to communicate the positives of zero-waste stores to men, as the increasing percentage of men live alone in the household, but similar campaigns have not yet been implemented. Clearly, therefore, it is necessary to focus on the communication of other topics than just the contribution to the planet and the family, which do not appeal to men too much.

Furthermore, the category of people having full time job also do not react to shopping in the zero-waste stores. At least some of these people have sufficient income to buy products traded in zero-waste stores. Due to their busy schedule, it is necessary to adjust the opening hours of these stores. Many operate in the mode of traditional retail units, opened during usual working hours. They cannot compensate their own working hours for the time spent in a zero-waste store. With the extension of availability, zero-waste stores can probably expect an increased interest of people working.

Similarly, this could work for group of people with average income. In the category with above-average incomes, there is not a tendency to shop in zero-waste stores. As a solution here, the expansion of distribution channels could be considered. For example, a delivery service or regular periodic deliveries directly to the household, which should have to make a significant contribution to the comfort and time savings of this group of population.

The research also shows that for some groups of respondents, zero-waste stores are too out of way and therefore inaccessible. For example, working pensioners who know about the concept, but the stores are out of way for them. The solution could be to concentrate stores in the places where this group lives – in the housing estates of larger cities.

However, women solve a similar problem. Due to the workload and other purchase behaviour, they need to save time during their shopping. Zero-waste stores located in shopping malls could at least partially cover and solve this problem.

Insufficient coverage of zero-waste stores could also be solved at the investment level, where local, regional or state authorities would support the establishment of similar sales concepts, provide them with advice or grant assistance.

At the same time, it is possible to observe that this concept already works within some group of respondents. These people have already visited the zero-waste store and in some cases, they visit it regularly. Our society is generally relatively rigid in embracing innovation and change. It is necessary to stimulate these groups and strengthen the desire towards zero-waste stores.

Young people, especially students, are aware of this sustainable way of doing business and very often have direct experience. It is appropriate to address this group of the population in the form of online advertising or by communicating on social networks. People between the ages of 16 and 25 are actively involved in sustainability discussions in secondary and higher education; more intensive communication, for example with the use of influencers, could in this case greatly streamline the possibilities of reaching this target group.

The services of zero-waste stores are also often used by mothers on maternity leave. Mothers can be affected by increasing the comfort of shopping. It is appropriate to provide some kind of care to their children during the visit of zero-waste store. This is the way, how to ensure that the purchase is made calmly and without stress. Inclusion of play corners in the sales area, could strengthen the loyalty of this population group.

From a geographical point of view, it is necessary to operate mainly in the regions, where the concept works, namely in Prague, the South Bohemian Region and the South Moravian Region, specifically in Brno. These locations have the most zero-waste stores per capita. Strengthening current marketing communication could lead to a stronger relationship with current customers and at the same time it could attract new ones – those who would like to try a new style of shopping and to contribute to long-term sustainability in the economic sphere.

Conclusion

Sustainability is very important in retail management on the strategic and operational level, too. Every decision follows the strategy of sustainability, which improves consumers´ satisfaction and perception of retailers´ brand. Retailers define CSR strategies, search for local suppliers with sustainable products, and manage business processes according to sustainable principles. Some retail concepts are based on sustainable principles from foundation. Zero waste principle is one of them. The best practice of zero waste stores shows fundamental principles of these concepts. The businesses buy and sell in returnable or ecological packaging. The application of other sustainable principles is significant in the best practice study, too. The business prefers local farmers with product of a high quality. The zero waste store Selský rozum organizes lectures and workshops for children and public, and form the zero waste community to share information and experiences.

The young generation inclines to behave sustainable and is interested in zero waste concepts. The problem for zero waste stores poses senior generation. Seniors do not know zero waste stores, according to results of research, presented in this paper. People with a very low income and residents of the Usti nad Labem Region are unfamiliar of it at all, too. Some group are not interested in these stores, for example men. Men do not tend to behave more sustainable than women. On the other side, people having full time job and average income do not incline to visit zero waste stores. The major reason is time. Many of these stores have limited time schedule, which could be suitable for mother on a maternity leave, not for people having full time job. Solution of this problem is more comfortable schedule time or delivery system. It can solve the next problem, identified by results of research, the inaccessibility of zero waste stores.

The analysis of the REDUCA map explored regions with a low infrastructure of zero waste concepts. Elimination of low interest in zero waste stores should go hand to hand with the developing zero waste infrastructure. Regions with low infrastructure are often endowed with local farms, regional producers. They can follow zero waste principles in their small stores/vending machines. Zero waste principles in retail mean lower cost, because of no packaging.

Zero waste principles can be applied in many forms, in such every store, and mean lower costs. It is necessary to follow hygiene standards, some preferences of customers. But, every generation want to protect an environment for the future generations. Every generation want to save money. Every generation want to buy products of a high quality. Zero waste principles in retail support these preferences.

The next interest should be concerned in possibilities to apply basic zero waste principles in every store. What barriers can disturb the application? If any?

Poznámky/Notes

This paper is one of the outcomes of the grant research SGS/2019/01 Jaderná at the Department of Marketing and Management at SKODA AUTO University.

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Kľúčové slová/Key words

consumer behavior, corporate social responsibility, Czech consumer, environmental protection, retailer, sustainability, sustainable principles, sustainable products, zero waste, zero waste grocery store

spotřebitelské chování, společenská odpovědnost firem, český spotřebitel, ochrana životního prostředí, retailer, udržitelnost, principy udržitelnosti, udržitelné produkty, zero waste, bezobalová prodejna

JEL klasifikácia/JEL Classification

L62, M11, M31

Résumé

Vnímání udržitelných retailerů spotřebiteli
Udržitelnost je dlouhodobý trend v mnoha svých podobách. Retaileři nabízejí udržitelné produkty, definují strategie společenské odpovědnosti, chovají se udržitelné, společensky odpovědně ve svých každodenních aktivitách a pomáhají s environmentálním vzděláním. Článek se zaměřuje na popis vnímání udržitelných konceptů v retailu českými spotřebiteli. Malý podnik, založený na udržitelných principech, bude představen jako best practice. Spotřebitelé se stále vice zajímají o udržitelné firmy. Ale je jejich pohodlí a úspora peněz stále přednější než udržitelný nákup? Budou prezentovány výsledky marketingového výzkumu, který poukáže na vnímání udržitelných retailerů v České republice. Bylo organizováno dotazníkové šetření, data od 977 respondentů jsou interpretována v tomto článku. Výsledky popisují rozdíly mezi respondenty s ohledem na věk, gender, příjmy, region nebo pracovní zařazení. Bezobalové prodejny nebo jiné bezobalové koncepty jsou ve své podstatě udržitelné. Proto jim byla věnována pozornost i při tomto výzkumu a z jeho výsledků plynoucích doporučení pro retail.

Recenzované/Reviewed

5. November 2020 / 15. November 2020