Motivy spotřebitele k vyhýbání se značkám jako projev antikonzumního jednání

The thesis examines consumers' motives for avoiding brands as a manifestation of anti-consumerism. The goal is to analyze consumer behavior and identify the motives leading to their resistance to consumer society and company branding. The work focuses on three main questions: factors motivating to avoid brands, manifestations of reflexivity in consumer behavior and analysis of consumption habits within the current consumer culture. A phenomenological analysis was used, providing a deep insight into the subjective experience of consumers. The research is based on a purposeful selection of respondents with experience with the investigated phenomenon. The work includes the projective technique of brand personification, which details the motives of consumers to avoid a specific brand. The work is concluded by summarizing key findings, the results identify motives for avoiding brands, manifestations of reflexivity and consumer preferences. Recommendations for marketing are discussed based on the fulfillment of the objectives of the work.