Vztah generace Z k rostlinným alternativám živočišných produktů

This thesis examines the relationship between Generation Z in the Czech Republic and plant-based alternatives to animal products. The aim of this thesis is to analyze the consumer behavior of Generation Z in the plant-based alternatives market and to formulate recommendations for marketing practice. The theoretical section draws on knowledge about Generation Z, consumer behavior, sustainable eating, plant-based alternatives, and the marketing communication of sustainable products. The practical section combines an analysis of secondary data from MEDIAN’s MML-TGI, primary quantitative research conducted via an online survey, and a supplementary expert interview. The results show that Generation Z represents a relatively open yet internally differentiated group of consumers regarding plant-based alternatives. The main motivations for consumption included taste, health and environmental aspects, and animal welfare, while the most significant barriers were taste, price, and limited product availability. The research also highlighted the importance of trustworthy and practical marketing communication, with respondents placing the most trust in recommendations from friends, family, and experts. Based on these findings, recommendations are formulated for the marketing communication of brands operating in the plant-based alternatives segment.