Organizational ESG practices and the attidudes of generation Z

Název práce: Organizational ESG practices and the attidudes of generation Z
Autor(ka) práce: Mrňová, Aneta
Typ práce: Diploma thesis
Vedoucí práce: Machek, Ondřej
Oponenti práce: Bruder Badie, Natálie
Jazyk práce: English
Abstrakt:
This thesis investigates Generation Z’s attitudes toward organizational ESG practices, aiming to bridge the gap in theoretical knowledge about ESG attitudes and provide practical implications for businesses. Employing an online questionnaire, quantitative data was collected from university students. Statistical analyses, including multiple regression, one-sample t-tests, one-way ANOVA, and correlation tests, revealed that Generation Z exhibits a high awareness of ESG, particularly valuing environmental aspects over governance. It was concluded that Generation Z displays an overall positive attitude toward organizational ESG practices shaped by the attributes of having a socially conscious mindset and a desire for authenticity. The research demonstrates a positive correlation between Generation Z's attitudes towards ESG and their inclination to pay premiums for sustainable products, as well as their consideration of ESG commitments when evaluating job opportunities. The managerial implications of the thesis highlight the necessity for companies to actively promote their ESG initiatives, as Generation Z’s perception of a company can be significantly influenced by its ESG practices. Thus, transparent communication and educational campaigns are essential to capitalize on aligning organizational ESG practices with Generation Z’s preference for environmentally and socially responsible brands.
Klíčová slova: Sustainability; Corporate Responsibility; Generation Z; ESG; Attitudes
Název práce: Organizational ESG practices and the attidudes of generation Z
Autor(ka) práce: Mrňová, Aneta
Typ práce: Diplomová práce
Vedoucí práce: Machek, Ondřej
Oponenti práce: Bruder Badie, Natálie
Jazyk práce: English
Abstrakt:
This thesis investigates Generation Z’s attitudes toward organizational ESG practices, aiming to bridge the gap in theoretical knowledge about ESG attitudes and provide practical implications for businesses. Employing an online questionnaire, quantitative data was collected from university students. Statistical analyses, including multiple regression, one-sample t-tests, one-way ANOVA, and correlation tests, revealed that Generation Z exhibits a high awareness of ESG, particularly valuing environmental aspects over governance. It was concluded that Generation Z displays an overall positive attitude toward organizational ESG practices shaped by the attributes of having a socially conscious mindset and a desire for authenticity. The research demonstrates a positive correlation between Generation Z's attitudes towards ESG and their inclination to pay premiums for sustainable products, as well as their consideration of ESG commitments when evaluating job opportunities. The managerial implications of the thesis highlight the necessity for companies to actively promote their ESG initiatives, as Generation Z’s perception of a company can be significantly influenced by its ESG practices. Thus, transparent communication and educational campaigns are essential to capitalize on aligning organizational ESG practices with Generation Z’s preference for environmentally and socially responsible brands.
Klíčová slova: Corporate Responsibility; Generation Z; Attitudes; ESG; Sustainability

Informace o studiu

Studijní program / obor: Management
Typ studijního programu: Magisterský studijní program
Přidělovaná hodnost: Ing.
Instituce přidělující hodnost: Vysoká škola ekonomická v Praze
Fakulta: Fakulta podnikohospodářská
Katedra: Katedra strategie

Informace o odevzdání a obhajobě

Datum zadání práce: 30. 11. 2023
Datum podání práce: 15. 5. 2024
Datum obhajoby: 10. 6. 2024
Identifikátor v systému InSIS: https://insis.vse.cz/zp/86741/podrobnosti

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