The importance of achieving the sustainable development goals in the opinion of customers

Purpose: Authors have set a research goal to describe how important it is for businesses to meet the particular Sustainable Development Goals (SDG) in the opionion of customers. Design/methodology/approach: In order to verify hypothesis that for entrepreneurs the implementation of sustainable development goals is important for business reasons, but customers do not pay much attention to particular of 17 aspects, quantitative research was carried out on a representative group of people living in Poland. All data were gathered in Poland. Findings: As a result, it was found that out of the 17 Sustainable Development Goals, all are similarly relevant to buyers and correlated with each other. A few goals stand out, but insignificantly, against the background of others. Practical implications: Entrepreneurs should choose at least a few goals they want to achieve. The choice of individual ones may be of little importance to the clients, they may not notice the company's activities at all and underestimate them. Originality value: It was presumed that it is necessary to analyze customer opinions on the implementation of the SDG, not only entrepreneurs. There are many objectives of the SDG, so entrepreneurs should also be supported in identifying a particularly important group, and this should be done based on customer opinions.