ENVIRONMENTAL MARKETING COMMUNICATION OF RETAIL BUSINESSES IN THE ONLINE AND OFFLINE ENVIRONMENT AS PERCEIVED BY SPECIFIC GENERATION SEGMENTS
ENVIRONMENTAL MARKETING COMMUNICATION OF RETAIL BUSINESSES IN THE ONLINE AND OFFLINE ENVIRONMENT AS PERCEIVED BY SPECIFIC GENERATION SEGMENTS

Summary/Abstract: Social responsibility in the environmental field plays a key role in the modern market of retail businesses. Proper environmental marketing communication can influence consumer behaviour and help to enhance environmental awareness of customers. The selection of marketing communication tools mostly depends on the target group of consumers. Consumers of retail businesses include students, the young, older age groups, families or mothers with kids as well as the elderly. In general, we may assume that consumers can be found across all age groups – generations X, Y or Z. Despite living in the age of the Internet and online tools, retail businesses are still using offline marketing communication, mainly thanks to presence or involvement of consumers from Generations X and Y. The paper deals with the field of environmental consumer behaviour and new trends in consumer behaviour while describing the green attitude of each generation and their impact on ecological consumer behaviour. Based upon the results of the research, we will define the interest of consumers in the environment, corporate social responsibility and environmental activities of retail businesses and what is more, we will find out which marketing tool is the most influential one from the point of view of consumers´ environmental behaviour.

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