Consumption as the subject of market research
Consumption as the subject of market research

Author(s): Iwona Olejnik, Magdalena Stefańska
Subject(s): Economy, Business Economy / Management, Energy and Environmental Studies, Marketing / Advertising, Business Ethics
Published by: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu
Keywords: cigarettes consumption;garbology;market research;sustainable consumption;
Summary/Abstract: One of the most important areas of market research is on consumer behaviour and attitudes regarding various aspects of sustainable consumption. Consumer behaviour is understood as activities related to the entire consumption cycle of products from various sectors, which allow the consumer to function and achieve personal goals. They, at the same time, also they allow to achieve satisfaction and well-being, taking short- and long-term effects as well as individual and social consequences into account (Antonides & van Raaij, 1999). Within the context of the cited definition, a survey of household rubbish may be very interesting and useful. Such research is not of a declarative nature, but is based on products consumed actually. They can provide extensive information on consumption trends, including, for example, the amount and type of products consumed or food waste. Another example of market research in the context of sustainable consumption is research on products harmful to health, e.g. cigarettes. The main goal of the chapter is to present 2 unusual examples of market research conducted by various entities: journalists and a research agency. Therefore, the structure of the chapter covers two examples: 1. Garbology as an example of market research in SD—how to learn more about consumers and consumption. 2. Cigarette consumption.

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