Y and Z generation´s buying decisions influenced by green marketing

Abstract Green marketing has a great power nowadays on consumers, especially on the younger generations, as predicted, green marketing strategies have been developed and be-come an integrated and significant part in the fight against environmental disasters. Being green has become a trend nowadays, and that has generated a higher demand for companies to respond to the changes and create new green solutions for their consumers in a way that it leaves the ecological environment unharmed. The main objective of the research was to study the buying attitudes of the Y and Z generations towards green products. In order to get a clear view on the topic, aspects such as environmentalism, environmental awareness, green marketing strategies were investigated. The qualitative research method of the study was an online survey. The majority of the participants were Finnish the rest were mostly from Europe. It has become clear while analyzing the survey results that more than half of the par-ticipants lack green knowledge, and because of that they easily become the victim of green wash. Improved communication is needed from the firms towards consumers. Further education is highly needed concerning environmental issues