ПОТРЕБИТЕЛСКАТА „ИЗТЪНЧЕНОСТ“ – ПРОЯВЛЕНИЕ НА УСТОЙЧИВОСТТА НА РАВНИЩЕ ИНДИВИДУАЛНО ПОТРЕБИТЕЛСКО ПОВЕДЕНИЕ
CONSUMER "SOPHISTICATION" - A MANIFESTATION OF SUSTAINABILITY AT INDIVIDUAL CONSUMER BEHAVIOR LEVEL

Author(s): Mariya Georgieva
Subject(s): Economy, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: sophisticated; customers; sustainability; sustainable consumption; consumer behavior
Summary/Abstract: One of the top global trends in consumer behavior for 2019 is the concept of consumer "sophistication". The principle statement is that the "sophisticated" customers have a high level of ethical awareness, designed to turn to "sustainable consumption". "Sophisticated" customers are oriented not only to buying good quality products at a reasonable price but they apply higher standards and criteria in their consumer choice. They are actively involved and responsible in the purchasing decision process, because they are convinced that each individual consumer choice has its own projection and impact on the quality of life for both - today and future generations. This suggests that the emergence of this segment can be interpreted as a form of manifestation of the sustainability at individual consumer behavior level.

• Details
• Contents