Environmentální únava a její vliv na udržitelné spotřební chování

This thesis examines the relationship between information overload (IO), eco-fatigue (EF), and sustainable consumer behaviour (SCB) in the context of increasing saturation of environmental communication. It builds on the premise that an excess of environmental information may be counterproductive, rather than motivating consumers, it exhausts them cognitively and emotionally. The aim is to empirically test a mediation model in which eco-fatigue mediates the effect of information overload on sustainable consumer behaviour. The theoretical framework draws on behavioural economics and environmental psychology, incorporating the Theory of Planned Behaviour, the Norm Activation Model, and the Values-Beliefs-Norms Theory. Data were collected via an online questionnaire (N = 248) among Generation Z and Millennials in the Czech Republic and analysed using regression and mediation analysis. The results confirmed that information overload significantly increases eco-fatigue (H1; β = 0.438, p < 0.001). Hypotheses positing that eco-fatigue reduces sustainable consumer behaviour (H2) and mediates the effect of information overload on such behaviour (H3) were not supported. Environmental attitudes emerged as the strongest predictor of SCB (β = 0.586), and routine sustainable behaviours appear resilient to psychological fatigue. Notable secondary findings include a negative effect of perceived behavioural control on eco-fatigue and higher levels of fatigue among Generation Z. The findings offer recommendations for sustainability communication with emphasis on reducing cognitive load, strengthening self-efficacy, and improving structural access to sustainable choices.