Differences in Consumer Sustainability Perceptions by Demographic Characteristics: Evidence from Azerbaijan’s Fast-Food Industry
Seymur Guliyev1* , Rasim Abutalibov2 ,
Sahib Mammadov1 , Ilham Rustamov3
Abstract. This study investigates whether consumer sustainability perceptions vary across demographic characteristics within Azerbaijan’s fast-food industry. Drawing on a multidimensional conceptualization, sustainability perception is operationalized through five dimensions: environmental responsibility, social responsibility, ethical business practices, health and consumer well-being, and long-term sustainability orientation. A quantitative cross-sectional design was employed using survey data from 475 fast-food consumers in Azerbaijan. Sustainability perceptions were measured using an adapted Likert-scale instrument. Exploratory factor analysis and reliability testing were conducted to validate the measurement model, followed by independent samples t-tests and one-way analysis of variance (ANOVA) to examine demographic differences. The findings confirm a robust five-factor structure with satisfactory internal consistency across all dimensions. Statistically significant differences in sustainability perceptions were observed across gender, age, education, income, and employment status. Environmental and social responsibility perceptions differed primarily by gender, whereas ethical business practices, health and consumer well-being, and long-term sustainability orientation varied more strongly by socio-economic conditions and life-stage characteristics. Overall, sustainability perceptions among fast-food consumers in Azerbaijan vary systematically across demographic groups. This study contributes to sustainability and consumer behavior literature by providing empirical evidence from an underexplored emerging market context and by offering a demographic-based perspective on sustainability perception. From a managerial standpoint, the findings underscore the importance of developing segmented and targeted sustainability strategies that align with the expectations of distinct consumer groups in the fast-food sector.
Keywords: consumer sustainability perception, demographic differences, fast-food industry, Azerbaijan, environmental responsibility, social responsibility