Eco-preferences and actors behind : case study on academic community in Lithuania

Abstract

Consumption induces various environmental impacts, therefore change of consumption patterns, and decrease in related environmental burden are key issues of sustainable consumption. Promotion of environment friendly local products is related with willingness to pay for such products and factors behind. This paper examines willingness to pay and preferences within product attributes like price, quality and origin of young consumers in Lithuania. Survey results reveal that the majority of respondents are willing to buy environmentally friendly products, but in some cases the price might negatively influence consumer decision. Particular product analysis has shown that if not environment friendly then local products have preference. Nevertheless, results also indicate the need for further improvement in the education of academic community on the impact of goods and services on the environment. Revising the content of the study programmes and inner sustainability policies of universities could be the options for the improvement in this field and in sustainability in general.