Influence of CSR activities of retail chains on millennials consumer behaviour

The diploma thesis deals with the influence of CSR activities of retail chains on the consumer behavior of millennials. The main goal of this thesis is to evaluate and analyze the CSR activities of selected retail chains on the Czech market and to investigate whether these activities could influence the consumer behavior of university-educated millennials living in Prague. A partial goal is to find out how the CSR activities of selected retail chains on the Czech market are perceived by university-educated millennials living in Prague and on which channels they encounter this communication the most. The theoretical part of the thesis defines the basic terminology, models, channels and the future of CSR and consumer behavior of millennials. The practical part maps the current state of CSR communication of selected retail chains on the Czech market, consumer data from the MML-TGI database and other publicly available sources. Subsequently, the own quantitative research is executed in the form of a questionnaire survey. The conclusions of the thesis provide added value to retail chains in the form of relevant data analysis or possible recommendations. Furthermore, they can also be beneficial for consumers themselves, as it provides a comprehensive overview of the given area and examines this issue in more detail from the perspective of millennials.