Study of Hungarians’ attitudes towards sustainable lifestyle choices - focus on marketing efforts and generational attitudes
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | environmental consciousness generations marketing Motivation sustainability |
| Online Access: | http://dolgozattar.uni-bge.hu/28343 |
| Kivonat: | There is an increasing concern that Hungarians, especially those of older generations are portraying a resistance towards leading a sustainable lifestyle and also in regard to changing their favorite domestic products to environmentally friendly equivalents. The purpose of this research is to investigate how companies can influence their buyers to engage in the consumption of products that are environmentally friendly, even if they come with some inconveniences and higher prices and to uncover underlying reasons for the opinions, choices and behaviors of Hungarian customers. Literature materials, interviews with sustainable company leaders and an investigative survey aimed at different Hungarian generations have highlighted a multitude of influential factors. The findings suggest that inefficient marketing, bias, false stereotypes, and the financial situation of Hungarians are the primary reasons for them not engaging in sustainable activities. |
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