Analýza postojů generace Z k udržitelnému chování

Abstract

The aim of this bachelor thesis is to analyze the sustainable behavior of Generation Z in relation to environmental attitudes. One of the main objectives is to analyze the so-called Attitude-Behaviour Gap. The quantitative research was conducted in the form of a questionnaire survey on a sample of 187 respondents. Environmental attitudes (concerns) were measured using Schultz's scale. The statistical analysis was performed using several methods, including data validation through exploratory and confirmatory factor analysis. Furthermore, correlation analysis, robust linear regression, and PLS-SEM were utilized. The results confirmed the existence of a gap between attitudes and the measured behavior. It was found that attitudes explain only 7.79% of the variance in behavior, with the biospheric attitude being the only determinant of sustainable behavior. Neither egoistic nor altruistic attitudes proved to be statistically significant. Among the demographic variables, only gender proved to be statistically significant, with women exhibiting a stronger biospheric attitude. These findings provide an informational basis for the creation of marketing and ecological campaigns aimed at Generation Z in the Czech Republic.