Challenge for Sustainable Business Model Innovation: Consumers´ Perception of Sustainability

Abstract

Sustainability has become one of the world trends and a challenge for companies in recent years. The ability to innovate existing business models or move to new sustainable business models represents an important element to improve companies' sustainability performance. However, many business model innovations are not successful. The authors consider consumers' perception of sustainability and sustainable business development in the context of their purchasing decisions as one of the key prerequisite for successful sustainable business models innovation. The aim of the paper is to examine consumers' perception of sustainability in the Czech Republic and to compare the research results with the results of other research and studies in order to identify differences or possible specifics in consumers' perception and behavior. Consumers' perception of sustainability and its consequences for purchasing decisions of Czech population were examined by means of quantitative research using an online questionnaire among Czech population over the age of 18. The research sample was presented by 1070 respondents. A quota selection of respondents according to gender, age, level of education, region and size of place of residence was carried out. Our research results confirmed that sustainability is an important topic for Czech population and it is also an important factor influencing their purchasing behavior. It can be concluded that the results of our research correspond to the results of other studies conducted in the Czech Republic, but also abroad