CONSUMER BEHAVIOUR IN THE SEGMENT OF DAIRY PRODUCTS IN THE CONTEXT OF CIRCULAR ECONOMY PRINCIPLES
CONSUMER BEHAVIOUR IN THE SEGMENT OF DAIRY PRODUCTS IN THE CONTEXT OF CIRCULAR ECONOMY PRINCIPLES

Summary/Abstract: Consumer behaviour nowadays is more environmentally responsible. Their environmental awareness has increasing tendency and they emphasize special environmental requirements when purchasing. Consumer buying behaviour is influenced by the scale of factors including environmental. The aim of the paper is to present results of the research on consumer perception of various factors influencing their behaviour in dairy segment in the circular economy principles context. Secondary data analysis is completed by the partial results of questionnaire survey from April 2019, which have been conducted on the research samples of 150 consumers of X, Y and Z generations in Turiec region in Slovakia. We examined environmental responsibility of consumers in specific segment of dairy products with respect to its importance in healthy nutrition and lifestyle. Among the product characteristics, the most important for consumers are freshness and quality, partially the origin of the product. Packaging and packaging size are less important (for all generations). Among the distribution mix factors, the most important is availability of product, type of the store is not important. Environmentally responsible types of sale are important for consumers of generation Y and Z.

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