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• Segmentation of consumers based on environmentally conscious behavior – A Hungarian sample

  16-27

  Barbara Török

  Marietta Kiss

  Virág Ágnes Kiss

  Views:

  154

  Sustainability is becoming increasingly relevant in economic, social and governmental spheres and functions, so the examination of environmentally conscious behaviour is also a priority in marketing. This research therefore focuses on sustainability, especially on the environmental pillar, with the aim of exploring how social groups can be differentiated in the field of environmental protection based on the behaviour and habits of individuals. In addition to descriptive statistical calculations and cross-tabulation analyses of data from an online questionnaire survey, the study used a revised set of 32 statements based on the GEB (General Ecological Behaviour) Scale to measure consumers’ environmental attitudes and behaviour, of which 24 statements were retained for factor analysis. Factor analysis resulted in the identification of seven reliable factors representing different dimensions of environmental behaviour and their associated values. After that, in the cluster analysis, respondents were grouped according to the previously established factors, which allowed the exploration of different attitudes and behavioural patterns for six different clusters (Green consumers, Community environmentalists, Liability avoiders, Passive individuals, Environmental impact reducers, Unpredictable individuals). The results show that there is still a significant number of consumers who have not or only partially introduced environmentally conscious habits into their daily actions. The results of this research may contribute to a deeper understanding of environmentally conscious behaviour and to better adapt sustainability initiatives to the specificities of different consumer groups.

• Coordination opportunities for cooperation between environmentally aware companies in Borsod-Abaúj-Zemplén county

  51-62

  Gabriella Metszősy

  Tamás Faludi

  Views:

  230

  The 21st century has seen significant changes in supply chain management. Chains with an increased number of members are now considered more like networks in the literature. Cooperation between members, coordination and synchronisation of processes have become increasingly difficult. In addition, supply chains are increasingly expected to apply environmentally friendly systems, technologies and processes. The increasing levels of pollution and the decreasing levels of non-renewable resources are also indicative of the changes in business. The objectives of organisations, and therefore of supply chains and networks, include the use of environmentally friendly solutions, but this also complicates the operation of companies and thus has an impact on coordination between members. Therefore, we have focused on a coordination solution that can effectively support supply chain coordination based on literature. Contracts are potentially a good solution for member coordination, and therefore the focus of our study is on the potential of contracts as a means of coordination in a business sphere where environmental awareness is a high demand. Thus, our study aims to establish a group of experts who are decision makers in firms with high levels of environmental awareness. Based on their preferences and using the AHP method, we would like to develop a decision support model that would help to propose a contract that coordinates the partnership at the appropriate level, taking into account the characteristics, expectations and attitudes of environmentally aware companies.