Rational And Emotional Attitude of The Czech Consumers towards Sustainable Retailers
Rational And Emotional Attitude of The Czech Consumers towards Sustainable Retailers

Summary/Abstract: Sustainability has become a new prevailing norm in today’s society. From one perspective, current customers are forced to address ecological problems by supporting different sustainable principles and processes. From another point of view, contemporary retailers are trying to achieve sustainable goals, which have been accomplished by governments and end consumers. The main aim of this research paper will be to explore rational and emotional attitudes of the Czech consumers towards sustainable organisations. In addition, it will be necessary to understand how consumer attitudes are reflected in retailers’ processes. Both the theoretical and practical sections will cover certain aspects related to the end consumers and their position toward sustainable activities of current retailers. Based on the research data, the dependency of those variables will be analysed and identified. The research paper highlights explorative questions that should support current businesses by implementing new communication campaigns, channels and techniques. Moreover, it will be necessary to explore rational arguments, related to sustainable consumer behaviour in order to identify the stance of current society towards ecology and sustainable retailers.

• Details
• Contents