Osobní motivy a postoje udržitelných spotřebitelů různých generací k biopotravinám

Personal motives and attitudes towards organic food differentiate between various generations. This Bachelor Thesis offers insight into the organic food industry's personal motives of three generational cohorts, i.e., Generation Z, Generation Y, and Generation X. The Thesis aims to investigate the motives, attitudes, values, preferences and behaviors of Generations X, Y and Z relevant when purchasing organic food. It will analyze the generations using knowledge from several scientific studies. The theoretical background of this study will analyze characteristics influencing consumer behavior, theoretical frameworks of consumer needs and values and elaborate on differences between generational cohorts. The data for the study was collected through an online survey to analyze consumer motives and attitudes. The results define health and the environment as the main drivers for consumers across generations.