Tomáš Kincl: Ecology Is Not Just a European Trend. Young Pakistanis Also Want to Shop Sustainably
A study co-authored by Tomáš Kincl from the University of Economics in Prague (VŠE) shows that young people in developing countries also care about what they buy. What influences them more: lower prices, product availability, or social media influencers? In this interview, the researcher explains why even small behavioral changes can have a big impact—if they’re backed by data and common sense.
Mr. Kincl, your study examines how retailers respond to increasing consumer interest in eco-friendly products. Which market did you focus on, and what was the aim of the study in this context?
The data was collected in Pakistan, specifically among millennials aged 18–39. The study aimed to explore how sustainable retail, packaging, price perception, and product availability influence consumers’ intention to behave sustainably. The goal was to understand how these factors drive actual sustainable consumption in the context of developing countries, where the pressure to act ecologically is becoming increasingly pronounced. Even though we Europeans may feel that the push for sustainable consumer practices is strongest within the EU, it surprisingly emerges—sometimes even more strongly—in countries where we wouldn’t expect it from our Central European perspective.
Can the study also be seen as a set of recommendations for retailers on how to approach customers interested in sustainability? If so, what would those recommendations be?
As with any research in the social sciences, this study certainly has limitations, and its results should not be generalized uncritically. However, it does reveal several practical implications. Sustainable consumer behavior can be encouraged through “small things,” such as ensuring the availability of eco-friendly products—people are more likely to buy them if they are easy to find. Using sustainable packaging also contributes to a more positive brand image. A common issue, especially in the Czech Republic, is that eco-products are often significantly more expensive than conventional or non-eco alternatives. Younger generations are also influenced by social media influencers, some of whom specifically focus on sustainability—even in countries that we in Europe still perceive as developing.
Your respondents were millennials, i.e., people aged 18–39. Why this group specifically? Do they have a particular relationship to sustainability?
To be honest, our choice was partly driven by both research interest and convenience sampling, as academics typically have the best access to this group—they are our students. Particularly in “third world” countries, younger generations form the largest demographic group. They are entering an age where they have disposable income and are a major consumer segment. They are tech-savvy, brand-oriented, communicative, and have greater environmental awareness. They’re also more willing to align their consumer and non-consumer behaviors with environmental values. Previous research shows that across cultures, they are sensitive to sustainability issues and represent a key market for eco-products.
How did you define sustainable retailers or packaging in the study? What parameters can we associate with these terms?
These definitions need to be seen within the context of the research design—it was a questionnaire-based study, so the data reflects consumer perceptions and attitudes. The constructs were operationalized using validated scales, but in general, a sustainable retailer is one who offers eco-friendly products, promotes recycling, uses environmentally responsible processes, and educates customers about sustainable behavior. Sustainable packaging refers to materials that are natural, recyclable, reusable, biodegradable, and not harmful to humans or animals.
Your study explored the price and availability of sustainable products, as well as the role of social media influencers. How do these factors impact sustainability and consumer behavior? What did you discover?
Again, it’s important to emphasize that the results reflect correlations, not causations. However, the study showed that when the price of sustainable products was perceived as lower, people were more likely to buy them. The same applied to availability—if sustainable products were accessible, people were more inclined to purchase them. Sometimes, purchase decisions are simply driven by convenience. When influencers promote eco-friendly products, it strengthens consumers’ intention to shop sustainably.
Part of the study discusses the idea of pricing non-eco products higher and offering discounts or incentives for sustainable ones. Is this concept actually feasible? Is it economically viable for retailers?
It’s one possible strategy to make eco-products more appealing to consumers. Not everyone holds strong pro-environmental attitudes that influence their purchasing decisions. These techniques are already used in many countries—for instance, higher taxes on unhealthy or non-eco products such as alcohol, cigarettes, sugary drinks, or unhealthy foods, and forced recycling of non-sustainable packaging. Other market interventions could include tax breaks or subsidies, but such measures often lack support and are seen as inefficient. Free-market advocates might argue that if a product is truly better for the customer, they will buy it, and if demand rises, it will eventually become cheaper than less sustainable alternatives. However, sometimes the market needs a little “nudge”—like with LED light bulbs. That said, these are controversial steps, and I don’t want to speak outside my area of expertise.
The study mentions the term “green retail”. What does that mean, and where do you see the line between green retail and greenwashing?
These are not interchangeable terms. Greenwashing refers to companies pretending to be environmentally responsible without taking meaningful action—for example, using green slogans or claiming sustainable practices without real follow-through. A green retailer, by contrast, is one that primarily sells eco-friendly products, implements sustainable processes like recycling and energy conservation, and takes a proactive approach toward customers—educating them, organizing events, and launching campaigns to support sustainable consumption. These companies have a place in the market and can be successful and authentic.
Why did your research team decide to explore this particular topic? What motivated you?
In recent years, there’s been a growing imperative for research to address “grand societal challenges.” Internationally, it’s common for researchers to align their studies with one of the UN Sustainable Development Goals (SDGs). Research institutions are also increasingly evaluated based on this alignment—for example, during international accreditations like AACSB, which we’re preparing for at VŠE. Even databases like Scopus now allow research to be classified by SDG relevance. It’s only natural that if sustainability and major global challenges are being addressed by society, businesses, governments, and international organizations, these themes should also be reflected in research. Many journals now explicitly state their interest in publishing studies on these topics.
Your research team is quite diverse. In addition to you, researchers from the UK, Poland, Pakistan, and the UAE participated. Was this diversity intentional—for broader perspectives—or did it come about naturally?
It’s increasingly common for research teams to include academics from various countries, institutions, and disciplines. Such diversity strengthens teams, allows for specialization, facilitates data collection, and helps convert results into a published article more efficiently. In this case, the collaboration began with one of the researchers who spent nearly a year at our institution. Working with him opened the door to several additional collaborations and sparked not just this study, but many others. Often, we don’t choose research topics so much as we respond to collaborative opportunities. If international colleagues want to work with us and we can contribute, we’re happy to get involved. Even a small initial input can later grow into a long-term international project. Of course, cultural differences between co-authors sometimes emerge, but overall, such collaborations are highly enriching.
From a researcher’s perspective, what positive and tangible impact would you like your study to have in practice? In other words, what do you wish for its future? 😊
I don’t harbor illusions that retailers will read our study and instantly commit to sustainable practices. But I do believe that public policy and agenda-setting discussions should be evidence-based. Our results could contribute—however slightly—to debates about how to encourage consumers toward sustainable choices and ensure that this is a natural process reflecting their preferences and attitudes. For example, the debate on promoting electric vehicles shows that when change efforts stray from rational discourse and evidence, they can sometimes do more harm than good.
Assoc. Prof. Ing. Tomáš Kincl, Ph.D.
Tomáš Kincl serves as the Vice Dean for Science, Research, and Doctoral Studies at the Faculty of Management, where he enthusiastically supports student involvement in research and fosters young scientific talent. He specializes in marketing, bridging academic theory with practice, and emphasizes critical thinking and fresh perspectives in teaching. He sees academia as mutually enriching—not only sharing knowledge, but also drawing inspiration from his students.