Cross-cultural differences in the circular economy consumer behaviour

Project Identification
Project Period
1/2021 - 12/2021
Investor / Pogramme / Project type
Masaryk University
MU Faculty or unit
Faculty of Economics and Administration

The aim of the research project is to enrich current scarce knowledge on the Czech and Hungarian consumer behaviour patterns in circular economy and the factors which influence potential differences between these two cultures. Circular economy is relatively new context of how to do business, majority of companies lack understanding and knowledge of how consumers would react to the changes of business models towards circular ones and why will they react, i.e. which factors will influence their decision making towards or against. Knowledge of consumers´ perceptions, understanding, attitudes is crucial for every business, however companies that do business in Czech Republic and Hungary must add another factor which is the impact of the cross-cultural differences.
The research on cross-cultural consumer behaviour within the circular economy phenomenon is in its infancy and Czech Republic and Hungary are inadequately represented in the literature.
I have already analysed data from four different countries (Austria, Slovenia, Denmark and the Netherlands) however this research project will help me gain deeper knowledge of cultural differences and influencing factors of consumer behaviour in circular economy and enables me to advance my research and make further comparison. This research project will be a part of a doctoral dissertation being in progress.

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