Perception of green solutions by Generation Y
Perception of green solutions by Generation Y
Author(s): Eva Jaderná, Jana Přikrylová, Denisa ApkováSubject(s): National Economy, Energy and Environmental Studies, Environmental interactions, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Environmental protection; Generation Y; Green consumer; Green product; Green solutions;
Summary/Abstract: The paper presents results obtained from research done in SGS (Scientific Students Grant) on the topic of „Perception of the green solutions by Generation Y “. The project is focused on the perception of the green behavior of companies and green products in the Czech Republic. Green positions of customers, members of generation Y, were observed and compared with their recent behavior. Research results show that environmental protection is very important for 75 % of respondents. On the other hand, only 30 % of them are to be considered as green consumers; and 8 % of them buy environmentally friendly products.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 101-107
- Page Count: 7
- Language: English