D12 - Consumer Economics: Empirical AnalysisReturn

This study focuses on intergenerational differences in attitudes towards sustainable consumer behaviour. The research is based on the framework of the UN Sustainable Development Goals (Agenda 2030) and analyses the attitudes of Generation Z, Millennials and Generation X. Opinions on this issue were obtained through a questionnaire survey of 703 respondents. The results show that younger generations are more positively disposed towards sustainability and more open to ecological innovations, but their decisions are often influenced by price and a lack of reliable information. Older generations take a more pragmatic approach to sustainable choices and prefer quality, price and brand trust when making purchases. The study confirms the presence of a value-action gap between intention and reality of consumption across all age groups and highlights the importance of transparency and credibility of environmental information. The findings underscore the need for differentiated marketing communication tailored to generational specifics. Institutions should respond with stricter regulation of environmental labelling and the creation of a uniform standard for the certification of sustainable products to improve transparency for consumers.

The aim of the paper is to determine the preferred forms of online shopping and preferred device for online shopping for different product categories by the youth consumers. The research showed that the smartphone plays not only an important role in the consumer behaviour of youth consumers, but they also frequently shop using this device. The paper also identifies the situational and demographic factors affecting online shopping based on which consumer segments were created. Cluster analysis using the K-means algorithm formed consumer segments in the online market in the Czech Republic. Four segments were defined – economically decisive from a city, emotively decisive, rationally thinking from a town, economically active. The results can be purposefully used in creating recommendations for e-shops and for their marketing management.