Spotrebiteľské správanie generácie Y a Z v kontexte udržateľnej spotreby
Consumer Behavior of Generations Y and Z in the Context of Sustainable Consumption
Ekonomika a spoločnosť, Volume 27, Number 1/2026
DOI: https://doi.org/10.24040/eas.2026.27.1.07
Odporúčaná forma citácie článku:
Gundová, P. & Tichá, K. (2026). Spotrebiteľské správanie generácie Y a Z v kontexte udržateľnej spotreby. Ekonomika a spoločnosť, 27 (1), 1-18. https://doi.org/10.24040/eas.2026.27.1.07
Recommended form for quotation of the article:
Gundová, P. & Tichá, K. (2026). Consumer Behavior of Generations Y and Z in the Context of Sustainable Consumption. Journal of Economics and Social Research, 27 (1), 1-18. https://doi.org/10.24040/eas.2026.27.1.07
ABSTRACT
The aim of this paper is to evaluate the consumer behavior of Generations Y and Z in the field of sustainable products and to identify the factors that most influence their decision-making in this area, based on the results of a questionnaire survey. The findings may contribute to a better and deeper understanding of the consumer behavior of Generations Y and Z in relation to sustainability. Primary quantitative research was conducted on a sample of 331 respondents. The data were analyzed using descriptive statistics, the Chi-square test of independence, and graphical data presentation. Representatives of Generation Y exhibit a higher interest in sustainability issues. Sustainability is most frequently associated with waste reduction, recycling, minimalism, and environmental protection. Nearly 80% of respondents recycle waste regularly, with this habit being more pronounced particularly among Generation Y. Only 37% of respondents place the greatest emphasis on sustainability when selecting food products. The results of the primary research indicate that while there is an interest in sustainability, in most cases, it does not play a decisive role in purchasing behavior.
Key words: Sustainability. Sustainable Consumption. Generetion Y. Generation Z.