Vliv ekologického značení potravin na chování spotřebitelů a výrobců v České republice

Abstract

This bachelor thesis examines the influence of environmental food labelling on the behavior of consumers and producers in the Czech Republic. The theoretical part defines the legislative and historical framework of organic farming and provides a detailed analysis of labelling typology, while also discussing greenwashing. The objective of the thesis is to assess whether and how environmental labels affect the purchasing decisions of Czech consumers and how producers address barriers within the domestic market. The practical part combines a quantitative questionnaire survey focused on consumer knowledge and attitudes with a qualitative comparison of the marketing strategies of the brands SONNENTOR, dmBio, and Nature’s Promise. The result is an analysis of consumer trust in environmental food labeling and an evaluation of producer responses to current trends in sustainable consumption.