Determinants of Green Purchasing Process: Study of Czech Market

Purpose: In the last few years, there has been an increasing emphasis on eco-friendly behaviour and shopping. The change in societal perception is supported by the EU's contribution. The paper is focused on analysing green purchase behaviour in the Czech Republic and its determinants as the parameters of consumers' sustainable approach. Methodology/Approach: The paper aims to specify relationships between gained factors and chosen demographic parameters (such as generation, gender, education, economic activity, and household income). To this end, we employed factor analysis, independence test χ2, and correspondence analysis. Findings: According to the results, we defined three factors and four dependencies – factor 2 and gender, and factor 3 and gender, education, and generation. Research Limitation/Implication: Our limitation is connected to focus on the consumer situation in the Czech Republic concerning the green purchase process. Originality/Value of paper: Green purchase behaviour helps to improve the purchasing process in connection to eco-friendly products in central Europe. GPB represents an important dimension of green sustainable consumption behaviour, regarding customer characteristics.