Do age cohort and personal income matter in green marketing? The case of the Slovak Republic
Do age cohort and personal income matter in green marketing? The case of the Slovak Republic

Summary/Abstract: Research background: As the public's attitude towards the climate crisis evolves, knowledge about the depth of this problem also evolves, and a great emphasis is placed on protecting the environment and moving from a consumerist lifestyle to a sustainable one whereby this knowledge is better in developed countries than in developing ones. Purpose of the article: Because marketing operations increase consumption and waste while reducing product life cycles, companies have been partially blamed for environmental damage. The industrial and marketing sectors had to adapt their roles and strategies in response to this developing trend to recognize the value and need for green marketing. Methods: The survey, which was focused on the perception of green marketing by Slovak consumers, was conducted from February 15th to February 23rd 2023, via Google forms. In our survey, 414 respondents take part. The statistical application IBM SPSS Statistics was then used to process the findings. The study questions were validated using descriptive statistics, the Chi-squared test of independence, and one sample test for a dichotomous outcome at the significance level of 5 %. Findings & Value added: This study confirms that even in the specific conditions of Slovakia, age and income group represent factors that influence consumers when buying ecological products. On the other hand, if they encounter greenwashing, they are negatively influenced in their future purchasing decisions. The value-added lies in the fact that in the conditions of the Slovak Republic, this topic is still relatively new and is confronted with the country's specifics, so the study offers to various companies the results that green marketing activities should be focused on the different age cohorts with different strategies.

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