Meaning of the term eco-frinendly behaviour to Generation Z

The topic of ecology and eco-friendly behaviour is very current and often debated, as it is an issue that concerns us all and our future. The main objective of this paper is to find out what does Generation Z perceive as eco-friendly behaviour, both in the context of the behaviour of the respondents themselves and in terms of their interpretation and perception of corporate behaviour. The thesis comprises a theoretical section dealing with green marketing, green behaviour and related theoretical concepts, and a practical section that includes the research itself. The research was conducted using a qualitative method in the form of semi-structured interviews, which were then analysed using thematic analysis and open coding. The analysis of the conducted interviews shows that Generation Z mainly interprets the concept of eco-friendly behaviour as reducing their personal footprint, being led by waste sorting. In the context of companies, eco-friendly behaviour according to Generation Z then includes eco-friendly products and their packaging. However, it is also important for it not to be only a pose, ecology should actually be at the core of the company's business and its main philosophy.