Goal of the thesis is rating of innovative approaches towards a lifestyle from prospective of enviromantal issues of Slovak respondents. Thesis is focused no peoples preference regarding ecological products, theirs innovation, environmental behavior, on their interest in environment and also how is their preference towards environment reflects while shopping. For that reason theoretical starting point In regands of this issue are focused on concepts such as invention, innovation, need for innovation, ecological innovation, green consumer and environmental segmentation models. This concepts are classified as theoretical starting point for this issue. In practical part, based on conducted research we have focused on rating of innovative approaches towards life style from prospective of Slovak respondents. Based on results we came to a conclusion that Slovak respondents can categorized as “health fans”.