“Organic food is fertilised at night”: Why people (do not) buy environmentally friendly products


  • Jan Činčera
  • Jan Stejskal
  • Martin Mach
  • Miroslav Lupač




sustainable consumption, motivation, attitude, barriers, Czech Republic


The goal of this paper is to analyze barriers that discourage consumers from buying environmentally friendly products, and consequently suggest principles for effective consumer-oriented programmes of environmental education. It is based on a qualitative analysis of six focus groups (N=39) that were carried out with respondents from different consumer groups (mothers on maternity leave, pensioners, administrators, businessmen, university students, and environmental consultants). The research suggested that a lack of trust in the concept of sustainable consumption and consumers’ personal history play important roles in consumer decision-making. In the final part, the article discusses the implications of these findings for environmental education.


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Author Biographies

Jan Činčera

Masaryk University Brno, Department of Environmental Studies & Technical University of Liberec, Department of Education and Psychology

The author focuses on theory, methodics and evaluation of environmental education and education for sustainable development. He cooperates with environmental education centres as a programme evaluator and consultant.

Jan Stejskal

BEZK - Brontosauří Ekocentrum Zelený klub

Martin Mach

BEZK - Brontosauří Ekocentrum Zelený klub

Miroslav Lupač

Agentura Koniklec (Koniklec Agency)


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30. 05. 2014

How to Cite

Činčera, J., Stejskal, J., Mach, M., & Lupač, M. (2014). “Organic food is fertilised at night”: Why people (do not) buy environmentally friendly products. Envigogika, 9(1). https://doi.org/10.14712/18023061.416



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