Společenská odpovědnost firem v automobilovém průmyslu a její vnímání spotřebiteli

The objective of the thesis is to analyze the differences in expectations and attitudes of younger generations, namely Generation Y and Generation Z, regarding social responsibility activities of automotive manufacturers. The literature search of the thesis defines the framework of corporate social responsibility and its influence on the purchasing decisions of consumers belonging to Generation Y and Generation Z in the automotive industry. Subsequently, the results of the questionnaire survey are evaluated through descriptive statistics, Chi-Square test and Mann-Whitney U test. The internal consistency of the questionnaire survey was examined through Cronbach's alpha coefficient, which showed acceptable reliability results. The results showed the most important three domains are recognized identically by representatives of both generations. These are the customer domain, then the employee domain and the environmental domain. On the other hand, respondents recognize the company domain as the least important. On the other hand, the questions on purchase decision-making did not show a statistically significant difference based on the Chi-square test performed.