FORECASTS FOR GENERATIONAL BACKGROUND OF CONSUMER BEHAVIOR IN ECOLOGICAL AND ECONOMIC TERMS.

Purpose: The basic purpose of the article was to determine the awareness of different generation groups in terms of ecological and economic aspects of life. Design/methodology/approach: The article presents the theoretical framework of consumer behavior and the implemented pro-ecological activities of representatives of Generations X, Y, Z. Subsequently, social involvement in pro-ecological activities in the immediate vicinity was determined based on own research and exemplary results of international research. Findings: The main hypothesis put forward is as follows: ecological and economic awareness is related to the age difference. The research indicates that there are differences in the consumer behavior of representatives of different generations in relation to environmental protection and the global energy crisis. Research limitations/implications: The research confirmed the formulated hypothes. The financial possibilities of various social groups may indicate a different image of consumerism in the era of commonly required pro-ecological behavior. Practical implications: The respondents showed great awareness and knowledge as well as commitment to pro-ecological activities, considering economic aspects. Social implications: Contemporary promotion of pro-ecological activities leads to an increase in social awareness. Originality/value: The analyzes of the conducted surveys emphasize the increasing awareness of pro-ecological and economic behavior of consumers in many countries and the need to adapt urban space to social and ecological requirements. Consumption leads primarily to an increase in production, which is an important factor of economic growth in the world markets. [ABSTRACT FROM AUTHOR]