| Abstract [eng] |
Master thesis the impact of opinion leaders’ on sustainable consumer behavior. The object of the research is the impact of opinion leaders’ on sustainable consumer behavior. The thesis aims to theoretically analyze the concepts of opinion leaders and sustainable consumer behavior and to evaluate the impact of opinion leaders’ on sustainable consumer behavior. The aim of the thesis was fulfilled by the following tasks: 1) to identify main elements of the concept of opinion leaders and roles of opinion leaders; 2) to identify the directions of opinion leaders’ authority that has an impact on consumer behavior; 3) to reveal the concept of sustainable consumer behavior, describe the theories that explain the origin of the concept; 4) to empirically evaluate the authority of opinion leaders of different profiles; 5) to identify the impact of opinion leaders’ on sustainable consumption behavior among distinct age groups. The aforementioned tasks were reached through the application of methods of scientific literature analysis, comparative analysis, generalization, sample research, statistical analysis, descriptive statistics, correlation-regression analysis. The master thesis consists of introduction, theoretical, methodological and empirical parts, conclusions, and recommendations. 48 literature sources were used for the preparation of the thesis (35 of them were in a foreign language). The thesis includes 1 annex. The theoretical part reveals the concept of opinion leaders, their types, the definition of sustainable consumer behavior, and theories explaining this phenomenon. This part includes the modeling of the impact of opinion leaders on sustainable behavior. Analysis of scientific literature has shown that the authority of opinion leaders may have an impact on sustainable consumer behavior in cognitive, affective, and conative domains. Sustainable consumer behavior in any of these domains may be adjusted depending on the consumer’s age. This characteristic may be significant for the authority of opinion leaders as well. The second part presents the methodology for the empirical research that intends to evaluate the impact of opinion leaders’ on sustainable consumer behavior. This part presents the general conception of the research, justifies the choice of the research method and structure of the research instrument, specifies the research sample, describes the organization and sequence of the research. Empirical part analyses the results of the research of opinion leaders’ impact on sustainable consumer behavior. It was found out that the highest values of sustainable consumer behaviour are in the cognitive domain, while the emotional domain featured the lowest values. The increasing authority of the opinion leader results in the increasing sustainable consumer behavior in cognitive, emotional, and conative domains. Results of the regression analysis have confirmed the existence of causal relationships between the analyzed factors. It means that the authority of opinion leaders is a significant factor that determines the strengthening of sustainable consumer behavior. The thesis ends up with conclusions and recommendations. Recommendations present solutions for the development of sustainable consumer behavior. |
