Stratégie zodpovednej spotreby generácie Z ako východisko pre zodpovednú produkciu podnikov
Strategies of Responsible Consumption of Generation Z as a Basis for Responsible Business Production

Summary/Abstract: The aim of the paper is to analyse the attitudes of Slovak Generation Z consumers towards sustainable consumption, to explore their readiness to adopt more sustainable consumer practices, and, based on these insights, to propose implications for sustainable production, including a framework applicable to Slovak enterprises. Primary quantitative research was conducted on the sample of 357 respondents. The data were analyzed using descriptive statistics, the Chi-square test of independence, and graphical data presentation. The results showed that 57% of respondents are willing to behave sustainably and 71% expect an increase in this willingness in the future. This is reflected in their preferences for specific sustainable behaviour strategies. More than half of young consumers are willing to pay extra for environmentally friendly products. These findings are significant as they show rising openness to sustainable behaviour, suggesting that companies have a strong opportunity to implement sustainable production strategies that align with consumer expectations. Based on the findings, a framework of certifiable sustainable production for Slovak enterprises was proposed.

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