2019
WHAT ABOUT YOUNG GENERATION? THEIR PURCHASE INTENTION TOWARDS REMANUFACTURED WHITE GOODS
ŠVECOVÁ, JanaZákladní údaje
Originální název
WHAT ABOUT YOUNG GENERATION? THEIR PURCHASE INTENTION TOWARDS REMANUFACTURED WHITE GOODS
Autoři
ŠVECOVÁ, Jana (203 Česká republika, garant, domácí)
Vydání
Zagreb, Proceedings of FEB Zagreb 10th International Odyssey Conference on Economics and Business, od s. 730-742, 13 s. 2019
Nakladatel
Faculty of Economics & Business, University of Zagreb
Další údaje
Jazyk
angličtina
Typ výsledku
Stať ve sborníku
Obor
50204 Business and management
Stát vydavatele
Chorvatsko
Utajení
není předmětem státního či obchodního tajemství
Forma vydání
elektronická verze "online"
Odkazy
Kód RIV
RIV/00216224:14560/19:00110696
Organizační jednotka
Ekonomicko-správní fakulta
ISSN
UT WoS
000630166400062
Klíčová slova anglicky
Remanufactured products; Young generation; Theory of planned behaviour; Theory perceived risk; Purchase intention
Příznaky
Mezinárodní význam, Recenzováno
Změněno: 27. 6. 2024 10:45, Mgr. Michal Petr
Anotace
V originále
Remanufacturing plays an important role in the context of the circular economy because it reduces energy and material consumption. Since the consumers are still reluctant to buy remanufactured products, the presented research attempts to provide deeper insight into consumers’ purchase behaviour. Moreover, the majority of researches on this topic is focused on adults and do not consider the young generation, which will grow up soon into productive live and become a new purchase power. Therefore, the author focuses on young customers, who are characterized by new buying habits. As a theoretical framework is used the theory of planned behaviour and theory of perceived risk, the combination of which enables a deeper understanding of consumer’ perception and purchase behaviour. Data was collected by using a questionnaire survey, in which the students from the second biggest university in the Czech Republic (n=201) participated. According to the findings, the purchase intention of the young generation is positively influenced by all the determinants of the theory of planned behaviour, i.e., consumers’ attitude, subjective norm and perceived behavioural control. Although the effect of all elements is significant, the subjective norm has the biggest influence. This may stem from the fact, that the young generation uses a number of social networks on a daily base and their virtual life has become equal to their real one. Moreover, they share their experiences with others and thus it is not surprising that others’ opinions are important for them. Furthermore, the presented study examines, if the young generation also feels uncertain about remanufactured products. The results show that young consumers connect some risks with these products, which negatively influence their attitude and consequently also their purchase intention. Finally, based on the overall findings the study offers theoretical as well as practical implications, which can be beneficial not only for other researches but also for remanufactures when setting up a more effective marketing strategy.
Návaznosti
MUNI/A/1054/2018, interní kód MU |
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