Purported green attitude vs. actual pro-environmental behaviour of Czech consumers

Abstract

Green attitudes and consumer behaviour should correlate in order to achieve environmental objectives. Yet an attitude-behaviour gap exists, and there are many reasons why green attitudes are not proportionately translated into actual behaviour. This paper aims to describe the foundations of green attitudes of Czech consumers – their trust in solutions of companies, their belief in global warming and their willingness to join pro-environmental initiatives. Czech consumers were segmented by their gender, age and education. Based on a literature review and the results of this research, managerial implications were suggested in order to reduce this attitude-behaviour gap and help companies to communicate their green strategy more effectively. These fndings were framed by the previous research papers by the authors (Jaderná et al.) and should give an indication how to understand Czech consumers better.