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

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....