New trend in sustainability practices: Consumer attitude towards zero waste shops in Slovakia and determination of zero waste Target group.
Author
Recka, Matej
Term
4. term
Publication year
2019
Submitted on
2019-09-05
Pages
49
Abstract
Afhandlingen undersøger slovakiske forbrugeres holdninger til zero waste-butikker og har til formål at identificere den ideelle målgruppe for denne butikstype. Zero waste-konceptet søger at forebygge affald gennem reduceret emballage og mere bæredygtige forsyningskæder, men møder også kritik, bl.a. kortere holdbarhed ved mindre emballering. I en kontekst hvor bæredygtige tiltag er under udbredelse i Slovakiet, analyseres hvordan zero waste-butikker positioneres i forhold til traditionelle detailhandlere, der ofte samarbejder med veletablerede mærker, mens zero waste-butikker typisk bruger lokale leverandører. Afhandlingen undersøger den oplevede merværdi af brand kontra bæredygtighed, emballagens rolle som reklame, samt forbrugernes vurderinger af produktkvalitet, pris og bæredygtighed på tværs af butikstyper. Metodisk baseres studiet på et litteraturreview og et spørgeskema med hypoteser om disse forhold og en vurdering af stikprøvens validitet og reliabilitet. Målet er at beskrive forbrugeropfattelser og udlede et muligt målgruppesegment for zero waste-butikker i Slovakiet; konkrete resultater er ikke inkluderet i det foreliggende uddrag.
This thesis examines Slovak consumers’ attitudes toward zero waste shops and aims to determine the ideal target group for this emerging business model. The zero waste concept seeks to prevent litter by reducing packaging and building more sustainable supply chains, yet faces criticism such as potentially shorter product preservation times with less packaging. In a market where environmentally friendly practices are only beginning to spread, the study situates zero waste shops relative to traditional retailers that often partner with well-known brands, while zero waste shops typically source locally. It investigates the added value of brand versus sustainability, the advertising role of packaging, and consumer perceptions of product quality, pricing, and sustainability across store types. Methodologically, the work is grounded in a literature review and a questionnaire with hypotheses on these topics and an assessment of sample validity and reliability. The goal is to describe consumer perceptions and infer a potential target segment for zero waste shops in Slovakia; specific empirical findings are not provided in this excerpt.
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