Consumer Preferences of Generation Y in Relation to the Fair Trade Concept in the Czech Republic
Consumer Preferences of Generation Y in Relation to the Fair Trade Concept in the Czech Republic
Author(s): Miroslava Navrátilová, Markéta Beranová, Kamila VeseláSubject(s): Behaviorism, Demography and human biology, Business Ethics, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Concept; Consumer; Fair Trade; Generation; Purchase;
Summary/Abstract: The Fair Trade which is currently getting more and more into the consumers mind is primarily based on the creation of partnerships between producers on the one side and consumers on the other side. The business concept of Fair Trade is a trading method that does not emphasise commonly compared price parameters of products. The aim of the paper discusses the topics of the commercial concept of the Fair Trade. Data was obtained using the quantitative research using questionnaire data collection techniques among respondents (n = 840) in the age group 15 to 34 years. The results showed that the attitude of the younger population between the ages of 15-34 to the business concept of Fair Trade is quite positive.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/1
- Page Range: 451-460
- Page Count: 10
- Language: English