Vliv kulturních predispozic a vkusu generace Z na jejich spotřební chování v oblasti módy

This master’s thesis examines the influence of cultural predispositions and taste on Generation Z consumer behaviour in the field of fashion. The aim of the thesis is to determine whether and how consumer behaviour differs depending on whether fashion is perceived primarily in functional or symbolic terms and what role cultural predispositions play in these differences. The theoretical part connects concepts from consumer behaviour, culture, taste, identity, and the sociology of fashion. The empirical part is based on a secondary analysis of MML-TGI data and a quantitative survey conducted among members of Generation Z in the Czech Republic. The findings show that functional and symbolic meanings of fashion overlap in consumers’ perceptions and that attitudes toward fashion are related to taste, cultural predispositions, and selected characteristics of purchasing behaviour. The thesis also identifies differences between individual consumer groups and highlights the potential use of these findings for market segmentation and fashion brand marketing communication.