new consumer groups and their dynamics

The aim of this paper was to investigate the dynamics between two consumer groups. The research was carried out using the qualitative method of focus groups, in which two contrasting groups, i.e. organic consumers and hedonistic consumers, were analysed. The results show differences in the understanding of the importance of organic products, the level of trust towards organic brands and the perception of the availability of sustainable options in urban and rural areas. Themes such as guilt, the need for rewards or distrust towards companies using organic marketing also emerged. However, despite the different approaches of the two groups, the joint discussion showed that they shared some values, such as financial constraints or the desire to make informed choices. The thesis thus offers insight into the value anchoring of the young generation and reflects on the limits of responsibility transferred to the individual consumer.