Green Consumer Behavior: The Case of Czech Consumers of Generation Y

Abstract

The aim of this article is to reveal the perception of green marketing by young consumers from Generation Y and present a research model with variables that influence green consumer behavior (GCB). As the main method, we used a questionnaire survey with a sample of 520 respondents, mainly students at the University of Economics in Prague. Results were subjected to exploratory factor analysis, which examined convergent and discriminant validity. Finally, a model with four variables (Environmentalism, Preference, Payment, Tolerance) that influence GCB was confirmed. Recommendations of the research enable us to better understand the reasons why consumers from Generation Y do, or do not, buy green products. Firms can better focus their marketing strategies and communications with respect to variables that influence GCB. This research uncovers Generation Y consumers’ distinct preferences toward GCB. It also contributes to theoretical and practical aspects of GCB and has implications for research and practice, as green marketing continues to be an important issue. In terms of practical application in industry, the research’s outcomes are essential to promote better market demand, segmentation, targeting, and positioning of green products for Generation Y consumers.