Proekologiczne zachowania młodych konsumentów jako styl życia współczesnego pokolenia Europejczyków (na podstawie wyników badań bezpośrednich w wybranych krajach UE)
Eco‑attitudes of young European consumers as their lifestyle (results of surveys amongst young consumers from chosen EU countries)

Author(s): Anna Sobczyk-Kolbuch
Subject(s): Social Sciences, Sociology, Social development, Environmental interactions
Published by: Wydawnictwo Uniwersytetu Śląskiego
Keywords: consumer behavior; ecomarketing; ecology; lifestyles; young consumers
Summary/Abstract: The article presents a part of research that has been conducted amongst young consumers (mostly full‑time and part‑time students up to 35 years) in chosenEuropean Union countries, e.g. Poland, UK, Belgium, Finland, Denmark, Czech Republicand Slovenia during recent seven years. The main goal of that paper is to present theecological and pro‑environmental attitudes that are evinced by young consumers inPoland and chosen EU countries. The Author focuses on similarities and differencesin ways of thinking about recycling, reusing and other activities that have the positiveinfluence on environment. Nowadays sustainable development and sustainable marketingare getting more and more important for individual consumers. As companies tryto compete on market with different tools and using different competitive advantages,the role of sustainable marketing is growing also as a result of changes in fashion thatyounger consumers present. This article presents also one of the pro‑ecologicalProjects – Eco Talent 2013 that was introduced to younger consumers (students up to 35) who had some ideas on developing their business in a pro‑environmental way. For this segment it is important to act with a sustainable development attitude and eco‑entrepreneurshipway of business.The detailed research results on this topic were presented in different papers. The articleshows Eco Talent Project as an example of involving the younger groups of consumersinto sustainable economy.

• Details
• Contents