Gen Z’s Perceptions of Sustainability in the Coffee Industry: Awareness, Motivation, and Ethical Consumption

This thesis explores sustainability challenges in the global coffee industry and examines how a sample of Generation Z consumers in the Czech Republic perceives these issues. To provide practical insights, the study draws on expert interviews with a production-level expert based in Honduras and two representatives of FairBio, a Czech coffee roastery, who highlight key industry challenges such as low consumer awareness, structural inequalities in the value chain, and issues related to certifications and regulations across producing and consuming countries. Based on qualitative interviews with 22 Generation Z consumers, the findings reveal that, despite their strong orientation towards sustainability and ethical values, these values are not consistently reflected in their coffee consumption, highlighting a clear value–action gap. The study identifies several barriers limiting sustainable coffee consumption, with a lack of awareness and information emerging as the most influential factors, followed by perceived geographical distance, low availability, and a limited perception of individual responsibility. Additionally, the study provides practical recommendations for actors in the Czech coffee market, focusing on improving consumer awareness through more engaging communication, including authentic storytelling throughout the production process, more transparent packaging, and educational social media content.