CONSUMER PREFERENCES OF GENERATION Y IN RELATION TO THE FAIR TRADE CONCEPT IN THE CZECH REPUBLIC
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The Fair Trade which is currently getting more and more into the consumers mind is primarily based on the creation of partnerships between producers on the one side and consumers on the other side. The business concept of Fair Trade is a trading method that does not emphasise commonly compared price parameters of products. The aim of the paper discusses the topics of the commercial concept of the Fair Trade. Data was obtained using the quantitative research using questionnaire data collection techniques among respondents (n = 840) in the age group 15 to 34 years. The results showed that the attitude of the younger population between the ages of 15-34 to the business concept of Fair Trade is quite positive.
Authors and Affiliations
Miroslava Navrátilová, Markéta Beranová, Kamila Veselá
Keywords
Related Articles
- EP ID EP590871
- DOI -
- Views 82
- Downloads 0
IMPACT OF DIGITAL MEDIA TO ELECTORAL BEHAVIOR OF CITIZENS
Media represents an important part of society, while in different ways it is involved in its formation and development. In addition to the traditional media, the importance of digital media in society is growing. The lat...
FACTS, RESEARCH, SEGMENTATION
The paper describes the characteristics of target groups with respect to historical development of their segmentation in the first half of the 20th century and today. It examines the relationship of marketers to real fac...
ANALYSING THE MOST VALUABLE GLOBAL BRANDS IN 2018 ACCORDING TO BVM METHODOLOGY
The objective of this article is to provide a comprehensive overview of the most valuable global brands in 2018. The strong brand of the company is one of the most valuable assets that an enterprise can have, and this ra...
MOBILE MARKETING OF BANKING ENTITIES AS A BRAND VALUE-ENHANCING TOOL AND ITS PERCEPTION FROM THE PERSPECTIVE OF CONSUMERS’ GENERATIONS X, Y, Z
Due to ever-advancing technology increases the possibility of using mobile devices for marketing purposes. Mobile phone and thus the elements of mobile marketing can be used anywhere where is the signal coverage, and it...
CREATIVE INDUSTRIES IN SLOVAKIA IN THE ENVIRONMENT OF THE DIGITAL WORLD
Creative economy is the result of interactions between the technology, art and commerce. Its basic characteristics reflect the current economic situation, structural changes in the world of economy and changes in the pre...