GREEN MARKETING AND ITS PERCEPTION BY YOUNG CONSUMERS OF THE "GENERATION Y"

The aim of this paper is to reveal the perception of Green marketing by young consumers from the "Generation Y", as this generation has already grown into the level of mature consumers and it is still expecting a very long consumer life. The current "Generation Y" builds potentially the biggest customer base in the long term, therefore it is very interesting to see and understand their attitudes towards the "Green marketing" concept as well as the "CSR" concept. As the main method, a questionnaire survey has been used, and the respondents were mainly the students of the University of Economics in Prague, including the international (exchange) students from the whole world, staying in Prague during the execution of the questionnaire survey. The concept of "Green marketing" as well as the methodology and results of the study are described in the following text. The study has been performed twice in two successive years (namely in 2015 and 2016) to see possible changes in the attitudes of consumers.