03903ntm a22005417i 4500 000723789 CZ-PrVSE 20250608110309.0 m d cr n|||||||||| 250608s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Weston, Emily Gabriela ISIS:155502 dis Pochopení chování a vnímání spotřebitelů generace Z ve vztahu k bioproduktům : Důsledky pro privátní značky eng Understanding Generation Z Consumer Behavior and Perceptions Towards Organic Products : Implications for Private Labels Emily Gabriela Weston 2025 ?? stran : digital, PDF soubor Vedoucí práce: Martin Machek Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This thesis explores the perceptions and purchasing behaviour of Generation Z consumers in the Czech Republic towards organic food, with a particular focus on organic private labels. While both organic food and private labels have been examined in prior research, their intersection, especially in the Czech context and among younger consumers, remains underexplored. To address this gap, the study combines semi-structured interviews and a quantitative survey. The qualitative phase verified and uncovered key associations, motivations, and barriers, which informed the survey design. The quantitative phase tested an extended Theory of Planned Behaviour model and revealed that perceived quality, environmental concern, and trust significantly influence attitudes, which in turn predict purchase intention and behaviour. Further findings highlight that health and quality are the most common motivations for buying organic food, while high price is the primary barrier to more frequent purchasing. Among organic private labels, Nature’s Promise emerged as the most recognised and purchased brand. Key drivers of organic private label purchases include in-store availability and positive prior experience, along with greater affordability when compared to national brands. While marketing-related factors were not explicitly tested, the findings suggest that brand awareness, retailer image, and overall brand image play an important role in shaping consumer behaviour. The research contributes to the literature in a novel context, while also providing practical recommendations for retailers and marketers on strengthening organic private label strategies and engagement with Generation Z. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Organic Food Private Labels Organic Private Labels Consumer Behaviour Perceptions Generation Z Machek, Martin mzk2013753090 ths Minařík, Martin opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/90835/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/90835 Hlavní práce https://insis.vse.cz/zp/90835/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/90835/posudek/oponent/87495 Oponentura https://insis.vse.cz/zp/90835/priloha/31750 Přiloha k práci https://insis.vse.cz/zp/90835/podrobnosti dc:identifier NEPOSILAT VSKP vse90835 250607 90835