INVESTIGATION OF CONSUMER ENVIRONMENTAL AWARENESS BY MARKETING RESEARCH METHODS - METHODOLOGICAL CONSIDERATIONS

Abstract

In the present article we investigate the demand side of the market from the aspect of moving toward an environmentally aware society as an idea. What are the motivating factors of purchase decisions that regulation in the widest sense can analyse and react on? In what cases can we consider these decisions as environmentally aware? If we would like to gain information about or influence such decisions can we measure the level of environmental awareness, the intensity of motives? If we can measure these, what are the methods we can or should use and what can we expect as a result? These questions are intended to be thought-provoking as the uncertainty is quite high about how to get a non-biased picture of environmental preferences of the customer side.