Original paper
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....
Paper Details
Title
Green Consumer Behavior: The Case of Czech Consumers of Generation Y
Published Date
Oct 16, 2019
Journal
Volume
25
Issue
4
Pages
243 - 255
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Notes
History