The aim of the work was to find out how consumers perceive eco-labels in Slovakia. The first part is characterized by the origin of green marketing, the division of consumers by generation and the characteristics of green consumers. The work also deals with the description of other specifics of green marketing. The second part of the thesis evaluates the results from a survey focused on identifying and recognizing eco-labels and pointing out the „green“ purchasing preferences of consumers of generations X, Y and Z. The third part proposes recommendations and solutions for enhancing environmental awareness.