Abstract:

Ecological awareness of the new generations plays a major role in forming their social and business attitudes. Moreover, it has a significant role in their decision-making process, concerning the youth’s business development through entrepreneurship. The characteristic features of today's generations are object of numerous studies, but they are mainly focused on the generation Y while the generation Z remains insufficiently studied. This is especially true for the post-communist countries. So far there is a lack of comparative studies on the ecological awareness and entrepreneurial attitudes of Generation Z from these countries.

The aim of this research is to conduct a comparative study of the ecological awareness and entrepreneurship attitudes of Generation Z in three Middle- and Eastern-European countries (Poland, Bulgaria and Ukraine). The research finds that Generation Z representatives, in all three countries, pay attention to the pro-ecological idea, although - with varying degree of awareness. There is a strong bond between their ecological awareness and the level of their intention to establish a pro-ecological restaurant as a start-up. However, a difference could be seen among the representatives of the three countries studied. This paper could be used for further studies and comparative analyses of the pro-ecological and entrepreneurship attitudes of Generation Z representatives.