KRETTOVÁ, Simona: Analysis of ecological innovations at the micro level from the customer's point of view. [Diploma thesis] - Technical University in Zvolen, Department of Marketing, Trade and World Forestry (FWST). Thesis supervisor: Ing. Erika Loučanová, Ph.D. Degree of professional qualification: engineer, in short "Ing.". Zvolen: TU, 2020. 64 p.The diploma thesis is focused on the evaluation of the perception of ecological innovations at the micro level from the customer's point of view in Slovakia. In the theoretical part we deal with the characteristics of basic concepts of the problem. In the practical part we will find out how Slovak respondents currently perceive and use ecological innovations via the KANO model. We will perform an analysis of the overall evaluation of the perception of eco-innovation as well as a multifactor analysis of the perception of eco-innovation according to the age structure. We will confirm the ascertained state regarding the perception of eco-innovations by Slovak respondents by calculating the coefficients of satisfaction and dissatisfaction, from which we will compile a matrix of requirements for the effective management of innovations. As part of the discussion, we analyze our findings regarding the perception of eco-innovation.