Vnímání společenské odpovědnosti pivovarů spotřebiteli v České republice a Rakousku

This bachelor thesis deals with the social responsibility of breweries with a focus on the perception of CSR activities of breweries by consumers in Austria and the Czech Republic. I examined the social responsibility of breweries by using the example of a specific company Plzeňský Prazdroj, a.s. The bachelor thesis consists of theoretical and practical parts. The theoretical part defines the concept of CSR and its various approaches. It also takes a closer look at CSR in controversial industries, the brewing industry, ESG reporting and the impact of CSR on consumer purchasing behaviour. Furthermore, it introduces the company Plzeňský Prazdroj, a.s. and the CSR activities it operates. In the practical part, an analysis of sustainability reports of Austrian breweries and a questionnaire survey on the Czech and Austrian markets is then conducted.