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Recent changes of the environment and in the society have altered consumers’ preferences and brought new concerns among local communities regarding environmental protection and organizations responsibility, the adoption of environmentally friendly strategies, as well as offering more sustainable products. Consumers tend to select retailers based on their focus on environmental friendly products and on various “green” strategies regarding waste disposal, package recycling, etc. This study aims to highlight Romanian and Slovak consumers’ attitudes towards purchasing of goods from retailers that strive a clear focus on environmental responsibility and environmental friendly practices in apparel, footwear and sportswear retail. By means of a quantitative research based on a questionnaire administered to consumers of international retail chains with operations in both countries, the authors highlight differences in their perceptions and attitudes for buying green apparel, footwear and sportswear. Whereas Millennials and Gen Xers consumers in Romania and Slovakia believe that international apparel, footwear and sportswear retailers are less concerned about environmentally responsible behavior and the need of selling green products, Baby Boomers are more sensitive to such aspects and carefully select retailers according to their green strategy. This research provides specific findings about attitudes of different consumers’ generations within two emerging European countries (Romania, Slovakia).

Cross-Cultural Investigation of Consumers’ Generations Attitudes Towards Purchase of Environmentally Friendly Products in Apparel Retail