Alkohol a generace Z: změna spotřebitelského chování a reakce trhu

This master's thesis analyses the transformation of consumer behaviour of Generation Z in the Czech Republic and examines the motivations leading to the reduction of alcohol consumption. The mixed-methods research combines quantitative analysis of secondary data (MML-TGI) with qualitative in-depth interviews with abstaining representatives of Generation Z. The findings confirm a shift away from traditional beer consumption. The results of the interviews show that the main reasons for abstinence in the examined sample are an emphasis on a healthy lifestyle and the associated care for physical and mental health, as well as the need for self-control. The thesis also describes the changing relationship with traditional pub culture and provides recommendations for the beverage industry to adapt to the growing market for non-alcoholic alternatives, along with suggestions for further research.