European Journal of Business Science and Technology 2025, 11(2):206-219

The Context of Sustainability and Generational Differences in Consumer Behaviour

Hana Urbánková¹, Jana Stávková¹

¹ Mendel University in Brno, Czech Republic

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.

Keywords: sustainability, consumer behaviour, consumption behaviour, generational differences, decision-making, marketing communication

JEL classification: D12, M31, Q01

Received: April 8, 2025; Revised: November 4, 2025; Accepted: November 10, 2025; Published: January 5, 2026  Show citation