https:\/\/doi.org\/10.24040\/eas.2026.27.1.07<\/a><\/p>\n\n\n\nABSTRACT<\/strong><\/p>\n\n\n\nThe 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.<\/em><\/p>\n\n\n\nKey words:<\/strong> Sustainability. Sustainable Consumption. Generetion Y. Generation Z.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Spotrebite\u013esk\u00e9 spr\u00e1vanie gener\u00e1cie Y a\u202fZ\u202fv\u202fkontexte udr\u017eate\u013enej spotrebyConsumer Behavior of Generations Y and Z in the Context of Sustainable Consumption Ekonomika a spolo\u010dnos\u0165, Volume 27, Number 1\/2026DOI: https:\/\/doi.org\/10.24040\/eas.2026.27.1.07 Odpor\u00fa\u010dan\u00e1 forma cit\u00e1cie \u010dl\u00e1nku:Gundov\u00e1, P. & Tich\u00e1, K. (2026). Spotrebite\u013esk\u00e9 spr\u00e1vanie gener\u00e1cie Y a\u202fZ\u202fv\u202fkontexte udr\u017eate\u013enej spotreby. Ekonomika a spolo\u010dnos\u0165, 27 (1), 1-18. https:\/\/doi.org\/10.24040\/eas.2026.27.1.07 Recommended form for quotation of the article:Gundov\u00e1, P. & Tich\u00e1, K. (2026). Consumer Behavior of Generations Y and … <\/p>\n
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