Spotrebiteľské správanie generácie Y a Z v kontexte udržateľnej spotreby

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dc.contributor.authorGundová, Petra
dc.contributor.authorTichá, Kristína
dc.date.accessioned2026-08-07T06:26:57Z
dc.date.available2026-08-07T06:26:57Z
dc.date.issued2026
dc.descriptionIn: Ekonomika a spoločnosť = The journal of economics and social research : vedecký časopis Ekonomickej fakulty UMB v Banskej Bystrici. Banská Bystrica : Vydavateľstvo Univerzity Mateja Bela - Belianum, 2026. ISSN 2729-8213. Roč. 27, č. 1 (2026), s. 1-18.
dc.description.abstractThe 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.
dc.description.sponsorshipVEGA 1/0120/25 Výskum paradigiem a determinantov procesov riadenia a implementácie ESG v kontexte požadovanej finančnej výkonnosti podnikov a zmien vyplývajúcich z CSRD smernice
dc.identifier.doihttps://doi.org/10.24040/eas.2026.27.1.07
dc.identifier.issn2729-8213
dc.identifier.urihttps://repo.umb.sk/handle/123456789/1547
dc.language.isosk
dc.publisherBelianum. Vydavateľstvo Univerzity Mateja Bela v Banskej Bystrici
dc.rightsCC BY-NC Creative Commons Aattribution-NonCommercial 4.0 International
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.subjectspotrebiteľské správanie
dc.subjectsprávanie spotrebiteľov
dc.subjectnákupné správanie
dc.subjectconsumer behavior
dc.subjectconsumer behaviour
dc.subjectshopping behaviour
dc.subjectudržateľnosť
dc.subjecttrvalá udržateľnosť
dc.subjectsustainability
dc.subjectgenerácia Y
dc.subjectgeneration Y
dc.subjectgenerácia X
dc.subjectgeneration X
dc.titleSpotrebiteľské správanie generácie Y a Z v kontexte udržateľnej spotreby
dc.title.alternativeConsumer behavior of generations Y and Z in the context of sustainable consumption
dc.typeArticle
dc.typeinfo:eu-repo/semantics/article

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