Abstract
This paper focus on the issue of sustainability. Sustainability is nowadays trend, and many customers tend to purchase ecological or green product. But is it true? The purchase process consists of several steps and many determinants enter here. So, what does a Czech consumers decide based on? That is, according to what he judges that the product is a green product. Do Czech consumers really buy green products or is it just their declaration to
"reap the reputational benefits associated with being seen as generous." Methodology is based on a questionnaire survey and individual depth interview. There were 310 relevant responses from the Czech Republic in the quantitative part (questionnaire survey) and fifteen interviews. The research results show that determine of
"green/sustainable" products are labels such as eco product, bio product, fair trade, and others. Among other things,
Czech consumers are significantly influenced by price. The results confirm the previous scientific outputs, extending them to another country - the Czech Republic. The results can also be suitable for managers and marketing specialists who set the price policy in the company or who are responsible for the area of sustainabilit