Design of a Tool to Measure the Behavioural Aspect of Conscious and Sustainable Consumer Attitudes

Pavol Kita; Marian Cvirik; Grzegorz Maciejewski; Veronika Kitova Mazalanova

doi:10.23762/FSO_VOL11_NO2_6

Published : 2023-06-30

Vol. 11 No. 2 (2023)

Design of a Tool to Measure the Behavioural Aspect of Conscious and Sustainable Consumer Attitudes

Pavol Kita

https://orcid.org/0000-0001-5870-9328

Marian Cvirik

https://orcid.org/0000-0003-4701-1543

Grzegorz Maciejewski

https://orcid.org/0000-0002-1318-0747

Veronika Kitova Mazalanova

https://orcid.org/0000-0003-0495-9203

DOI: https://doi.org/10.23762/FSO_VOL11_NO2_6

Abstract

The article focuses on consumer attitudes in the context of conscious and sustainable consumer behaviour. The authors aim to create a tool to measure the behavioural aspect of responsibility and sustainability in consumer attitudes and to examine the impact of selected factors on this rate. Empirical research was conducted on a sample of 510 households. The reliability of the new research tool was verified based on the estimation of reliability coefficients – McDonald’s omega and Cronbach’s alpha. The newly created tool is examined with the help of EFA. The influence of selected demographic factors was also examined, using a one-way ANOVA test to verify hypotheses. Respondents undertake awareness and sustainability actions at an average level of frequency. It can be concluded that gender and age represent significant factors in awareness and sustainability. At the same time, four key areas of sustainability and awareness were identified, namely the civic engagement dimension, consumer awareness, the circular thinking effect, and social responsibility. It is these factors that can be described as key to conscious and sustainable behaviour. Of course, the use of inquiry (with the help of a questionnaire) instead of observation as a scientific research method allows for the examination of only self-reported behaviour. This study may allow for a better understanding and measurement of attitudes in terms of conscious and sustainable consumer behaviour. Few authors focus on measuring behavioural intention, while the emphasis is often placed on the cognitive and affective components of attitudes.

Keywords:

behavioural component of consumer attitudes, conscious consumption, social behaviour, sustainable consumer attitudes

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Kita, P., Cvirik, M., Maciejewski, G., & Kitova Mazalanova, V. (2023). Design of a Tool to Measure the Behavioural Aspect of Conscious and Sustainable Consumer Attitudes. Forum Scientiae Oeconomia, 11(2), 133–146. https://doi.org/10.23762/FSO_VOL11_NO2_6

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Pavol Kita

pavol.kita@uniba.sk
https://orcid.org/0000-0001-5870-9328

Affiliation:

Department of the Marketing Communication, Faculty of Arts, Comenius University in Bratislava

Bio Statement (e.g., department and rank)

Pavol Kita is a Professor at Comenius University Bratislava and member of the Marketing Communication Department and leads the scientific grants from the The Ministry of Education, Science, Research and Sport of the Slovak Republic. He is responsible for study program Marketing Communication and works as an academic tutor, too. His scientific interests are mainly in the area of marketing, consumer behaviour and business models in food retailing. Member of the PGV International Scientific Network. ORCID no. 0000-0001-5870-9328.

Marian Cvirik

marian.cvirik@euba.sk
https://orcid.org/0000-0003-4701-1543

Affiliation:

Department of Marketing, Faculty of Commerce, University of Economics in Bratislava

Bio Statement (e.g., department and rank)

Marián Čvirik is an assistant professor at University of Economics in Bratislava and member of the Marketing Department. He is a specialist in marketing analysis, market research, strategic marketing and consumer behavior. He works as a review expert for several scientific journals with WOS and SCOPUS indexation. ORCID no. 0000-0003-4701-1543.

Grzegorz Maciejewski

grzegorz.maciejewski@ue.katowice.pl
https://orcid.org/0000-0002-1318-0747

Affiliation:

Uniwersytet Ekonomiczny w Katowicach

Veronika Kitova Mazalanova

veronika.mazalanova@uniba.sk
https://orcid.org/0000-0003-0495-9203

Affiliation:

Department of Pre-primary and Primary Pedagogy, Faculty of Education, Comenius University in Bratislava

Bio Statement (e.g., department and rank)

Veronika Kitová Mazalánová, as an young researcher at Comenius University Bratislava and member of the Department of Pedagogical Science and Andragogy, conducts her research and development activities in educational innovation for consumers in field of study food consumption. She is a member of the PGV International Scientific Network. ORCID no. 0000-0003-0495-9203.