People's interest in certified ecological products, environmental organisations, and issues related to environmental protection is a broadly conceived issue and is also a black box for green marketing – the paper deals with the analysis of Slovak consumer interest in certified products and environmental organisations. The aim is to observe and analyse the interest of consumers in accredited products and environmental organisations and to point out significant differences between the respondents' gender and place of residence on environmental behaviour. It is known from the research results that they register the given environmental certificates but do not know all of them simultaneously. The most famous for them is the ecological certificate Environmentally Suitable Product. The product marked in this way creates an impression of environmental friendliness and a guarantee of higher quality. Consumers register these products mainly from websites and the mass media. Gender differences in the expression of interest in environmental product certificates were confirmed, and differences in consumer purchasing decisions regarding certified environmental products in residence were not confirmed.
Act no. 469/2002 Coll. on environmental labelling of products. National Council of the Slovak Republic. https://www.zakonypreludi.sk/zz/2002-469
Belz, F.M., & Peattie, K. (2012). Sustainability Marketing: A Global Perspective. USA: John Wiley & Sons Inc.
Chen, S., & Chang, C.H.H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Manag. Decis., 50, 502–520. https://www.emerald.com/insight/content/doi/10.1108/00251741211216250/full/html
Czech Environmental Information Agency – CENIA (2019). Ekoznačení. CENIA. https://ekoznacka.cz/
Dimitri, C., & Dettmann, R. (2012). Organic food consumers: What do we know about them? Br. Food J., 114, 1157-1183. https://www.emerald.com/insight/content/doi/10.1108/00070701211252101/full/html
Do Paco, A., & Raposo, M. (2009). Green segmentation: an application to the Portuguese consumer market. Marketing Intelligence & Planning, 27(3), 364-379. https://www.proquest.com/docview/213165145
Ekoforum. (2022, May 10). Priatelia Zeme – SPZ. EKOFÓRUM. http://www.ekoforum.sk/o-nas/clenovia/priatelia-zeme-2013-spz
Friends of the Earth. (2022, January 12). https://foe.org/
Gates, B. (2021). Ako sa vyhnúť klimatickej katastrofe. Bratislava: IKAR.
Global Ecolabelling Network – GEN. (2004). Introduction to ecolabelling. Tokio: GEN. https://globalecolabelling.net/assets/Uploads/intro-to-ecolabelling.pdf
Greenpeace. (2022, May 10). About us. Greenpeace. http://www.greenpeace.org/slovakia/sk/o-greenpeace/
Hartadi Jaya Nugraha, I. M., Sukarini, N. W., & Weddha Savitri, P. (2019). Verbal and Visual Signs of the Greenpeace Advertisements. Jurnal Humanis, 13. https://doi.org/10.24843/jh.2019.v23.i01.p03
Jaderna, E., Pickova, R., Prikrylova, J., & Hruby, M. (2019). The interest of different generations of Czech consumers in certified products and environmental organisations. Marketing Science & Inspirations, 14(4), 10-24. https://msijournal.com/the-interest-of-different-generations-of-czech-consumers-in-certifiedproducts-and-environmental-organizations/
Khan, M. S., Saengon, P., Alganad, A. M .N., Chongcharoen, D., & Farrukh, M. (2020). Consumer green behaviour: An approach towards environmental sustainability. Sustain. Dev., 28, 1168-1180. https://onlinelibrary.wiley.com/doi/10.1002/sd.2066
Mainieri, T., et al. (1997). Green buying: The influence of environmental concern on consumer behaviour. The Journal of social psychology, 137(2), 189-204. https://doi.org/10.1080/00224549709595430
Mobake. (2022, May 12). Čo znamenajú Ekologické certifikáty? MOBAKE. https://mobake.sk/co-znamenaju-ekologicke-certifikaty-na-produktoch/
Ottman, J. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Sheffield: Greenleaf Publishing.
Roberts, J. A. (1996). Green consumers in the 1990s: profile and implications for advertising. Journal of business research, 36(3), 217–231. https://econpapers.repec.org/article/eeejbrese/v_3a36_3ay_3a1996_3ai_3a3_3ap_3a217-231.htm
Shabani, N., et al. (2013). The study of green consumers’ characteristics and available green sectors in the market. International Research Journal of Applied and Basic Sciences, 4(7), 1880-1883. http://www.irjabs.com/files_site/paperlist/r_925_ 130610221654.pdf
STATISTA. (2022, June 30). Level of agreement towards the statement “I am willing to spend more on a product if it is environmentally friendly” in Germany from 2017 to 2021. https://www.statista.com/statistics/504122/willingness-to-pay-more-for-green-products-germany/
Taylor, D. (2014). The State of Diversity in Environmental Organizations. Michigan: University of Michigan.
Tree of Life Foundation. (2022, May 10). https://www.treeoflifefi.org/
VLK. (2022, May 11). Kto sme. Lesoochranárske zoskupenie VLK. https://www.wolf.sk/
Weisstein, F. L., Asgari M. & Siew, S. (2014). Price presentation affects green purchase intentions. Journal of Product & Brand Management, 3(23), 230-239. https://doi.org/10.1108/JPBM-06-2013-0324
WWF. (2022, May 11). About WWF. World Wide Fund for Nature. https://www.worldwildlife.org/
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2022 Ekonomia i Środowisko - Economics and Environment