Perception of global environmental problems by Generation C and its marketing communication preferences

¹ University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication, 917 01 Trnava, Slovak Republic
² University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication, 917 01 Trnava, Slovak Republic

^* Corresponding author: alena.kusa@ucm.sk

Abstract

With the technological progress of human society, the digital lifestyle of consumers is also growing. The growth of digital lifestyle contributes to the emergence of a new perspective on consumer segmentation, which increasingly appears to be necessary. It is mainly the Internet connection, sharing of various topics, creation of contents or communities that is forming a new subsegment of consumers – so-called Generation C. Its name is derived from the English word „connected“ in the meaning of connection of these consumers to the Internet. This consumer segment has fresh information at its disposal and reacts faster on various social topics. It consists of consumers of different ages who have been derived from psychographic criteria, but mostly consist of young people. Several researches has shown that the young are not neglectful to environmental issues and have a rather positive attitude to environmental topics. Innovative communication of environmental topics may enhance awareness of all global issues and therefore, the main goal of our research was to obtain information on consumer behaviour of Generation C in the area of their relation to environmental topics and their requirements for marketing communication of environmentally friendly products, mainly in trading companies. Our main objective was to explore the perception of environmental issues by Generation C and their preference for marketing communications. Statistical methods of one-dimensional and multidimensional data analysis were used to evaluate research results.