Journal of Security and Sustainability Issues

The paper deals with consumer preferences of young people (members of Y generation) in relation to general principles of sustainability in environmental and social aspects of consumer goods purchase. The aim of the article is to evaluate the relationship between the general attitudes to the above-mentioned issues and the awareness of the “fair trade” business concept in the context of sustainable development of the young generation aged 15–34 in the Czech Republic. The presented results were obtained through primary research involving 840 respondents from the Czech Republic. Within the research, the quota selection features were taken into account, which were gender, age, educational attainment and respondent’s residence area. The results show that young people are interested in the origin of consumer goods they buy. They are willing to invest more in the purchase of goods if their price reflects the quality, the environmentally friendly way and the working conditions of the producers. From the point of view of the specific knowledge of the concept of Fair Trade, it was found that almost half knows it. It has been proven that young people who are interested in the origin of goods also know Fair Trade.

The objective of this article is to develop a methodology in order to implement real-time customers segmentation analysis in the decision making process of the enterprise. A review of big data usage in retail stores was conducted along with a document-based descriptive analysis of secondary data and further critical literature analysis. Decision making strategies and flow charts were used for the development of competitiveness methodology by referring to a case of a supermarket chain. Customer segmentation researchers analyse mainly the algorithms or behaviour pattern behind the clustering process; however, neither of them offers a proper strategy for implementing a realtime customer segmentation process inside the enterprise. Sustainable competitiveness advantage may be achieved by implementing the segmentation theory with concepts of data mining and internet of things (Iot). The process of developed data mining shows many ways for the enterprise to maximize competitiveness. However, time and large investments may be required to develop proper methods for unique solutions. A concrete case study of the selected retail store should be analysed before implementing the real-time customer segmentation methodology inside the enterprise. There is a multicultural population in every market that has different culture, beliefs, preferences and shopping patterns; therefore, constant analysis is essential for efficient usage of customer segmentation. Practically none of the prior research results carried out by other authors offered a concrete methodology how to implement real-time customer’s segmentation inside the enterprise. The authors created such a methodology that can provide sustainable long-term competitiveness advantage.