03449ntm a22005057i 4500 000713995 CZ-PrVSE 20240601120724.0 m d cr n|||||||||| 240601s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Medková, Veronika ISIS:146122 dis Nákupní chování generace Z v kosmetickém průmyslu na českém trhu eng Purchasing Behaviour of Generation Z within Cosmetics Industry in the Czech Market / Veronika Medková 2024 ?? stran : digital, PDF soubor Vedoucí práce: Andrea Escobar Rios Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 The aim of this study is to identify the main drivers influencing the purchasing behaviour of Generation Z when buying sustainable personal care cosmetic products in order to extract pertinent insights, allowing for the formulation of strategic implications in marketing that effectively appeal to and attract a larger customer base within this specific demographic. The research was conducted through an online questionnaire survey between Czech respondents (N = 164), which covered inquiries into the factors influencing purchasing behaviour, values prevalent within this generation, price perception, significance of packaging, and communication channels in the cosmetics industry. Following data collection, descriptive statistics was employed to summarize the survey responses, clarifying the fundamental characteristics of the dataset. Additionally, Spearman's correlation test was conducted to explore the relationships between various factors influencing purchasing behaviour. Specifically, this test examined the associations between the aforementioned variables of interest and their relevance to the research objectives, thereby offering insights into the interplay among these factors in shaping consumer behaviour within the cosmetics sector. The results show that the main drivers of purchasing behaviour of Generation Z in the Czech Republic are sustainable values, environmental awareness and green trust. Způsob přístupu: Internet mezinárodní obchod [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas green purchasing behaviour Generation Z sustainable personal care cosmetics (SPCC) eco-labelling Escobar Rios, Andrea ISIS:116787 ths Křenková, Eva vse20211128281 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/85548/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/85548 Hlavní práce https://insis.vse.cz/zp/85548/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/85548/posudek/oponent/82128 Oponentura https://insis.vse.cz/zp/85548/podrobnosti dc:identifier NEPOSILAT VSKP vse85548 240528 85548