Zelené spotřebitelské chování v České republice v případě konzumace kávy

Nowadays, consumers can find green packaging, bio seals, or green slogans on retailers' shelves more often. The whole of society is involved in this issue - the issue of global warming or, in general, the environment. Moreover, it is not only the climate that is changing but also the consumer and their behavior. The main goal of this Bachelor thesis was to determine the consumer attitude toward green products and their purchase intention. Secondary objectives included the relationship between the pro-environmental belief and green purchase attitude, which social values will influence. The research was focused on students of Czech nationality at the University of Economics and Business Prague, which were participating. The study consisted of a survey and a related experiment. To achieve the goal of the bachelor's thesis, a detailed data analysis was accomplished, consisting of the combined data of survey and investigation. Based on the results, proposals and recommendations were made.