Business Excellence, Vol. 7 No. 1, 2013.
Original scientific paper
IMPORTANCE OF SUSTAINABILITY WHEN CHOOSING A RETAILER FOR PURCHASING CONSUMER GOODS
Andrea Bedek
; Ultra gros d.o.o.
Mirko Palić
; Faculty of Economics and Business, University of Zagreb
Abstract
Retailing is an important profit generator and development driver of the whole economy in any country. Success of retailing depends on the level of understanding and fulfilling consumers’ needs, which are increasingly changing because of the increased level of awareness about environmental and societal problems and are becoming focused
on issues of sustainability. In accordance with that, the following questions arise: what is the level of importance of sustainability for customers in Croatia and should retailing companies change their approach to sustainability and implement it in their business strategy? In order to answer those questions, research was conducted on the sample of 146 consumers, using a highly structured questionnaire that consisted of 20 questions divided into three groups (together with sub questions, there was a total of 54 questions per respondent). Of all researched factors connected with the process of selecting a preferred
retailer, the impact of 29 sustainability factors was analyzed. Results of the research point out that in the current socio-economic moment, sustainability is not high on the list of priorities of Croatian consumers.
Keywords
retailing; sustainability; Croatia
Hrčak ID:
106137
URI
Publication date:
30.6.2013.
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