Characteristics of Consumer Segments based on Consumer Habits and Preferences from an Environmental and Social Responsibility Perspective

Abstract

Consumer habits and preferences are increasingly being transformed by CSR (Corporate Social Responsibility). Consumers are becoming more aware of what they are buying, and this is encouraging companies to pay attention to social, environmental and ethical issues. Environmental concerns are now a key concern for consumers and ethical consumption is a major trend today. Younger generations, especially Generation Z, are particularly sensitive to social and environmental issues. Consumer demand for social responsibility is increasingly influencing purchasing habits and preferences. Companies that are able to credibly integrate CSR principles into their business practices are more likely to gain the trust and loyalty of modern, conscious consumers. In this study, I conducted a primary research to investigate whether the characteristics of ethical consumer behaviour (environmental awareness, social responsibility) are reflected in customer habits and preferences.