Preferences of Consumer Generations Towards Green Products on the Slovak Market: Application of the AHP Method

Today, sustainability is often debated and seen as justified because of its ability to use natural resources efficiently, protect the environment and improve living conditions, while ensuring the protection of future generations.The growing emphasis on sustainable practices is evident in business, public policy, and everyday life.In this context, customers should prefer sustainable, so-called green products not only for their personal benefit but also for their benefits to the environment, society, and future generations.In this way, consumers can actively contribute to promoting sustainable lifestyles and protecting the planet.Generation Z is characterized by a positive attitude towards green products, but other generations are also showing changes in preferences regarding sustainability.Knowledge of customer preferences is proving to be a strategic tool for effective business management, enabling a better understanding and response to market needs, thus contributing to competitiveness and longterm business success.Understanding current customer preferences is crucial in the face of unexpected challenges such as the COVID-19 pandemic and the conflict in Ukraine.Research on consumer preferences can provide important insights into the impact of these events on customers' financial security, values, and behavior.At the core of the research are the preferences of different consumer generations currently active in the market regarding green products in the Slovak territory.The aim of the paper is to identify the key criteria based on which individual consumers make their purchasing decisions for different products and also to identify which consumer generation most prefers green products.The AHP method is used to assess the preferences of generations in relation to the criteria that influence their decision making when purchasing green products.The research has the potential to contribute to a more thorough understanding of the relationship between consumer generations and green products, which may have important implications for business, public policy, and society as a whole.