Technological Agency of the Czech Republic
Coordinator of the project in CUEC
To promote supply of pro-environmental services, we will develop and validate an instrument which will allow firms to exploit environmental motivation of their consumers to stimulate the demand for environmentally friendly logistic services. The growth of the market with green goods and services documents willingness of consumers to pay a premium for environmentally friendly products (ČSÚ, 2014) but the literature shows (Daziano et al. 2017) that the use of green attributes in stimulation of demand is not trivial. Therefore we will develop a methodology and an ICT application for evaluation of environmental motivation of consumers and propose a tool which will enhance the demand for pro-environmental logistic services through highlighting their pro-environmental attributes.