Spotrebiteľské správanie generácie Y a Z v kontexte udržateľnej spotreby
Consumer Behavior of Generations Y and Z in the Context of Sustainable Consumption

Summary/Abstract: The aim of this paper is to evaluate the consumer behavior of Generations Y and Z inthe field of sustainable products and to identify the factors that most influence their decisionmaking in this area, based on the results of a questionnaire survey. The findings may contributeto a better and deeper understanding of the consumer behavior of Generations Y and Z inrelation to sustainability. Primary quantitative research was conducted on a sample of 331respondents. The data were analyzed using descriptive statistics, the Chi-square test ofindependence, and graphical data presentation. Representatives of Generation Y exhibit ahigher interest in sustainability issues. Sustainability is most frequently associated with wastereduction, recycling, minimalism, and environmental protection. Nearly 80% of respondentsrecycle waste regularly, with this habit being more pronounced particularly among GenerationY. Only 37% of respondents place the greatest emphasis on sustainability when selecting foodproducts. The results of the primary research indicate that while there is an interest insustainability, in most cases, it does not play a decisive role in purchasing behavior.

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